Purpose & Values
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Our purpose

We are shaping the future of vaping.

Our values

Value

Put consumers first

We want to see consumers quit smoking. A switch to a reduced-risk product is a life-changing transition, and our role is to make the journey safer and more enjoyable.

Value

Think big

Of the 1.3 billion smokers in the world today, we estimate almost 50% of them want to quit tobacco. We want to be able to reach them and to help them make a positive change to their lives.

Value

Take responsibility seriously

Consumers need to better understand reduced-risk products, and those underage should never have access to them. We will always endeavour to educate adult smokers and guide their choice, and make every effort to prevent underage sales.

Value

Be part of the solution. Make a difference

We aspire to help smokers change their relationship with nicotine. In this mission, regulatory compliance, health and environmental safety is vital and will always remain our foremost priority.

Our responsible approach

Our core pillars fortify our mission to set standards, shape futures and save lives– and to do so sustainably.

Pillar 1

Acting Responsibly and Ethically 

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Pillar 2

Safeguarding the Environment

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Pillar 3

Building People, Purpose and Culture

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Pillar 4

Delivering Safer, Innovative Products

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