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Introducing our
next generation products

Our Next Generation Products (NGPs) have been designed for – and are only marketed towards – existing adult smokers and current adult NGP users.

By separating nicotine from harmful tobacco smoke, we are now able to provide adult smokers with a wide range of potentially harm-reduced alternatives to maximise their chances of moving away from cigarettes.

However, NGPs also need to be acceptable and satisfying to adult smokers. Our products therefore replicate many, or all, of the sensorial, pharmacological and behavioural elements of the smoking experience.

While we believe all our NGPs are demonstrably harm reduced compared to cigarettes, some do offer greater harm reduction potential than others.

All NGPs therefore exist on a spectrum of risk, an interactive version of which you can explore below.

Combustible tobacco products contain the most toxicants, so sit on the far left of the spectrum. Non-combustible tobacco and tobacco-free products are located towards the right, classified according to their level of toxicants.

Dr Grant O’Connell
Strategic Science & Policy Engagement Director

Risk Spectrum

Combustible tobacco products (like cigarettes) have the most toxicants. They sit on the far left of the spectrum, with the highest risk.

Heated tobacco is a potentially reduced-risk alternative to smoking. Heating – not burning – ensures nicotine and flavours are released from the tobacco, whilst our initial research suggests this aerosol also contains significantly fewer HPHCs (Harmful and Potentially Harmful Chemicals) than cigarettes. Discover more through this infographic.

Traditional Swedish-style snus is an oral tobacco. This means it’s smokeless, and lacking many of the the harmful toxicants and carcinogens associated with cigarette combustion. Traditional snus’s reduced risk potential compared to smoking is significant, and has been demonstrated through long term epidemiological study. Discover more through this infographic.

Vape products don’t contain tobacco and provide satisfying nicotine delivery. Unlike NRT products and snus/tobacco-free OND products, they replicate many of the behavioural and sensorial elements of the smoking experience. Scientific evidence has led both ourselves and many public health bodies to concur vaping currently represents the most promising, less harmful alternative to cigarettes. Discover more through this infographic.

Tobacco-free ONDs are the next generation, tobacco-free successors to snus. Initial scientific research suggests they may offer even greater harm reduction potential as they contain a fraction of the toxicants found in snus. Discover more through this infographic.

Nicotine Replacement Therapies (NRTs) like gums, patches and sprays have proved largely unsuccessful in helping enough adult smokers stop smoking. Sub-optimal nicotine delivery and a failure to replicate the sensorial and behavioural aspects of smoking mean not enough adult smokers find them either an acceptable or effective alternative to cigarettes.