//Introducing Beyond Smoke, and our consumer-centric approach to science and innovation… 

Imperial Brands is undergoing an exciting, consumer-led transformation – underpinned by insights, science and innovation.

To explain more about our consumer-centric approach to potentially harm reduced next generation products (NGP), we’ve created Beyond Smoke. 

This new publication covers a wide range of topics, including:  

• Introducing NGP and their harm reduction potential.
  
• Explaining how we test and substantiate our products. 
• How we’ve weaving vital consumer insights into our innovation pipeline. 
• The concerning rise in misperceptions around NGP and nicotine, and the importance of addressing them. 
• The roles of technical standards, consumer safeguarding, and regulatory advocacy in fulfilling NGPs’ potential to improve public health. 

We invite you to read more by exploring Beyond Smoke. 

Follow us on LinkedIn and read more about our intentions to help create potentially healthier futures for our consumers on our corporate website. You are free to share this content with credit to Imperial Brands under a Creative Commons Attribution-NoDerivatives 4.0 International (CC BY-ND 4.0) license.