10-Year Vision

Responsibly lead the transition of adult smokers to a non-combustible future. 

Moving Beyond Smoking

Our industry stands at a pivotal moment. Today, approximately 22 million U.S. adult smokers are interested in less harmful tobacco products. That’s why we’re leveraging the resources across our companies, and through strategic investments, to offer the most diverse portfolio of products to satisfy adult preferences and transition adult smokers to non-combustible products.

Our team of more than 250 scientists, physicians, product developers, engineers and regulatory experts from around the world share a common goal – advancing tobacco harm reduction. To that end, we invest in the foundational science needed to demonstrate that non-combustible tobacco products are less harmful than cigarettes and to support the product applications we submit to the U.S. Food and Drug Administration (FDA).

Together, we are dedicated to researching innovative products, pursuing regulatory authorization by FDA and constructively engaging with regulatory bodies, the broader scientific community and other stakeholders.  Much of this work occurs at our Center for Research & Technology in Richmond, Virginia. 

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Adult Tobacco Consumer Tracker

We release quarterly data on the total prevalence of adult tobacco consumers in the U.S., including those using potentially reduced risk products.
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Peer Reviewed Publication

Read a recently published article in Nicotine & Tobacco Research 2020 – "Estimating the population health impact of recently introduced modified risk tobacco products: a comparison of different approaches." 
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IQOS MRTPA Authorization

FDA authorized the marketing of the IQOS tobacco heating system as a modified risk tobacco product with a reduced exposure claim. IQOS is the first, next-generation, inhalable tobacco product to be authorized as a modified risk tobacco product.
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on! PMTA Submitted to FDA

FDA begins its substantive scientific review of 35 on!® nicotine pouch products.