Tobacco harm reduction can only be successful if adult smokers find potentially reduced-risk products satisfying. We continue to believe that no single product is likely to satisfy all adult smokers. Rather, we focus on offering a range of non-combustible products that have the potential to transition adult smokers. 

The U.S. market today offers the most diverse tobacco product choices anywhere in the world. Through our companies and our strategic partners, we've invested in delivering the most compelling portfolio of non-combustible products to adult smokers. Our strategy is to offer the most satisfying and diverse choices for adult smokers and to lead them to these better alternatives.  

We aim to achieve three important consumer expectations:

  • superior sensory experiences;
  • reduced health risks and accurate relative risk information; and
  • the ability to avoid social friction associated with cigarettes, such as smoke odor, ash and social isolation.



The opportunity for adult smokers, public health, and our business is compelling. Lower-risk products can complement cessation and prevention strategies and accelerate reductions in smoking-related diseases. 
1Altria has an 80% interest in Helix Innovations, LLC, provider of on! nicotine pouches.
2Altria has an agreement with PMI to sell IQOS products in the United States.
3Altria has a 35% economic interest in JUUL, the U.S. leader in e-vapor.