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Next Generation Products

We’re transforming tobacco with a choice of products.

Alongside our traditional tobacco business, Imperial Tobacco Canada is expanding its portfolio with a range of Next Generation Products, which include Vapour and Tobacco Heating Products.

Our aim is to offer our consumers – adult smokers – a choice of a range of different products, from traditional cigarettes through to potentially less risky alternatives. These new products offer us another opportunity to further grow our business, while also having the potential to reduce smoking-related disease because they are considered to be potentially less risky than normal cigarettes.

Our ambition is to lead the Next Generation Products category. We are in this for the long haul and very excited about the future. The strength of our commitment can be demonstrated through the actions and progress we are making.

BAT has invested more than US$2.5 billion in building a whole new area of the business focused exclusively on Next Generation Products. Within this division, we have specialist business units with experts focused on developing and delivering quality new products, including Vapour Products (e-cigarettes) and Tobacco Heating Products.

Given the potential of Next Generation Products, we would like to see growth and innovation encouraged, while ensuring this happens responsibly by putting consumer safety and product quality first. We believe this can be achieved by focusing on five key areas:

Product standards

High product standards based on robust science are needed to ensure consumer safety and confidence.

Responsible marketing

The growth of new products should be supported by controlled marketing and advertising rules aimed at adult consumers only.


The public and private sectors need to work together to clearly communicate the benefits of lower risk products so consumers can make informed decisions.


The freedom to innovate should be cultivated to enable the development of a compelling range of products for adult consumers.

Appropriate taxes

Excise and taxes should be set appropriately to enable the affordability of new products to encourage wide take-up.

Click here for more information about our Next Generation Products