Our transformation journey

The BAT Group set out an inspiring purpose for the whole company when it introduced its evolved strategy in March 2020.

Our Group’s purpose is to build A Better Tomorrow™ by reducing the health impact of its business through offering a greater choice of enjoyable and less risky products for our consumers.

It will transform its growth model through the development of a portfolio in tobacco, nicotine and beyond, meeting consumers’ evolving needs for enjoyment and satisfaction.

While cigarettes will be at the core of its business for some time to come, our Group aims to generate an increasingly greater proportion of revenue from products other than cigarettes and so reduce the health impact of its business.

This will deliver a better tomorrow for consumers who will have a range of enjoyable and less risky choices for every mood and moment; for society through reducing the overall health and environmental impacts of our business; for employees by creating a dynamic and purposeful place to work; and for shareholders by delivering sustainable superior returns.

Meeting consumer needs

BAT sees new opportunities to capture consumer moments which have, over time, become limited by societal and regulatory shifts, and to satisfy evolving consumer needs and preferences.

Consequently, our Group has evolved its strategy to put a sharper focus on delivering a step change in New Categories performance, fuelled by investment from the continued delivery of its combustible business.

BAT’s transformation strategy is about anticipating and satisfying the ever-evolving consumer: providing pleasure, reducing risk, offering and increasing choice and stimulating the senses of adult consumers worldwide.

BAT will satisfy consumer needs through a focused portfolio of products that offer sensorial enjoyment for a variety of moods and moments.

You can read more about our Group’s purpose and strategy on our Group corporate website bat.com .

Our new corporate logo

Our new corporate logo was unveiled by our Group Chief Executive Jack Bowles during a Capital Markets webcast in March 2020.

The logo, along with a new brand identity, reflects changes in the world around us and our business.

For decades, our previous leaf logo has served the company well as a strong symbol of a world-leading tobacco company.

Today, however, our purpose has evolved as we aim to reduce the health impact of our business through offering a greater choice of enjoyable and less risky products for our consumers.

Our dynamic new logo  reflects our company today and our transformation journey ahead: a unification of our international and American businesses as well as the representation of our multi-category portfolio.