BAT: Innovating for a safer tomorrow

British American Tobacco (BAT) is leading the transformation of its industry by harnessing the power of innovation to shape a better future.

Through science-driven solutions, BAT is addressing evolving consumer needs and fostering meaningful change. In the Gulf region, this vision is coming to life through pioneering initiatives that promote healthier alternatives and redefine the landscape of consumer choice.

At the core of BAT’s strategy is its diverse portfolio of modern products tailored to meet the preferences of adult consumers. These offerings include cutting-edge alternatives, such as heated tobacco and modern oral products, which present reduced health risks compared to traditional tobacco.

By prioritising innovation, BAT is advancing its mission to deliver impactful solutions while addressing health concerns associated with conventional practices.

A key research platform

In September 2024, BAT unveiled the “Omni” platform at its inaugural Transformation Forum in London. This evidence-based resource consolidates global research and BAT’s insights, showcasing the potential of harm-reduction strategies to improve public health. Omni underscores BAT’s dedication to collaboration and transparency, highlighting its efforts to empower consumers with informed choices.

Globally, Sweden has emerged as a powerful example of the success of harm reduction, nearing a smokeless status as defined by the World Health Organization. BAT draws inspiration from Sweden’s achievements and is working to replicate similar progress in the Gulf region, where regulatory support and consumer engagement are key to driving positive outcomes. Based in Dubai, BAT Middle East oversees operations across the

Gulf Cooperation Council (GCC) countries and surrounding regions. Its mission is clear: to provide consumers with a range of innovative and less risky alternatives that align with their preferences. The Gulf region, with its dynamic markets and forward-looking outlook, offers a unique platform for BAT to lead transformative change.

Collaborating to enable change

By collaborating with regulators, public health experts, and stakeholders, BAT is paving the way for a future where informed decisions and innovation shape healthier consumer behaviours. Success stories like Sweden and New Zealand demonstrate the profound impact of accessible alternatives and supportive policies — principles that BAT is championing in the Gulf and beyond.

As BAT continues to drive progress, its vision for a healthier, more sustainable future takes shape, offering consumers a modern approach to wellbeing and choice while advancing global harm reduction goals.