Purpose & Values
Our purpose
We are shaping the future of vaping.
Our values
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.
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.
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.
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.
Put consumers first
Think big
Take responsibility seriously
Be part of the solution. Make a difference
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.
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.
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.
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.