Introducing ‘Beyond Smoke’

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

We understand society’s concerns about the health risks of smoking, and as a responsible business we also recognise our role in helping to potentially reduce smoking-related harm through making a meaningful contribution to the public health concept of tobacco harm reduction (THR).

Strategic Thinking

THR principles form the basis of the insights we gather, the science we conduct, and the innovations we explore and develop as we continue to roll out a range of exciting new next generation products (NGP) at pace to a wide selection of markets.

To explain more about our consumer-centric approach to science and innovation, we created Beyond Smoke.

 

Beyond Smoke covers a wide range of topics, including:

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

Find Out More

We invite you to read more below, and look forward to continuing to engage with consumers, public health bodies, regulators, and the media to continue to help make a meaningful contribution to improved public health through THR.

Download the first Beyond Smoke here and browse the interactive pdf of our latest instalment below.