British American Tobacco Middle East - EN

British American Tobacco Middle East is part of the BAT Group, a leading, multi-category consumer goods business with a purpose to build A Better Tomorrow™ by reducing the health impact of its global business through offering a greater choice of enjoyable and less risky products for consumers.

Our purpose and strategy

We are committed to building A Better Tomorrow™ for all our stakeholders

BAT's Corporate purpose entails:

• Committing to providing adult consumers with a wide range of enjoyable and less risky products
• Continuing to be clear that combustible cigarettes pose serious health risks, and the only way to avoid these risks is not to start or to quit
• Encouraging those who otherwise continue to smoke, to switch completely to scientifically-substantiated, reduced-risk alternatives
• Tracking and sharing progress of our transformation.

BAT’s ambition is to have 50 million consumers of our non-combustible products by 2030 and to accelerate the growth of our New Category revenues at a faster rate than our total revenue, reaching £5 billion in 2025.

We are accelerating our transformation journey to create A Better Tomorrow for all our stakeholders.

Our animation below explains more about our commitment to building A Better Tomorrow: