Harm reduction has been a major initiative and focus of British American Tobacco (BAT) in recent years and 2018 was no different. With the shifting focus of the U.S. Food and Drug Administration (FDA) in the U.S., harm reduction is an important category of products that companies like BAT are trying to tap into.
BAT has set out to transform tobacco with a range of reduced-risk products, including glo [read more here], a heat-not-burn device available in international markets that’s not yet gotten approval to be sold in the U.S. BAT, like many other Big Tobacco companies, has recognized the desire of adult consumers to have choice and to have some alternatives to the traditional combustible products. In this latest report from the company, BAT highlights not only the reduced risk products it has developed by how it’s maximizing the potential of these products in an effort to grow the harm reduction category and remain innovative in a market that’s seeing a decline in traditional tobacco product use.