Tobacco harm reduction can only be successful if smokers find less risky products satisfying. We recognize that no one single product would likely satisfy all adult smokers looking for alternatives.

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 smoke-free products to adult smokers. 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.

Smoke-free Platforms

We've taken a portfolio approach – expanding choice for adult tobacco consumers across three of the most promising smoke-free product platforms with the potential to reduce harm: heated tobacco, oral tobacco and e-vapor. Our diversified model allows us to meet adult consumers where they are going and invest appropriately to support their migration and transition from combustible cigarettes. These include:

Oral Tobacco – Smokeless Tobacco

U.S. Smokeless Tobacco Company is the most profitable moist smokeless tobacco (MST) company, anchored by Copenhagen, the leading MST brand, Skoal, Red Seal and Husky.


Oral Tobacco – Nicotine Pouches

on! has an unparalleled portfolio of 35 product offerings – seven flavor varieties across five nicotine strengths.





A 35 percent strategic minority investment in JUUL, the leading e-vapor manufacturer. 


Heated Tobacco

IQOS is the only FDA-authorized heated tobacco system. We have exclusive rights to commercialize IQOS and three Marlboro HeatStick variants – one non-menthol and two menthol – in the U.S. through our agreement with Philip Morris International.

We intend to offer the most satisfying and diverse choices for adult smokers – of both ours and competitive brands. Our marketing approach is designed to increase awareness and incent trial of smoke-free products by adult smokers.

We respect consumers' rights to make informed decisions about their product choices. As FDA authorizes the communication of relative-risk information about different products, it's our hope that many adult smokers will transition to them. Our Vision by 2030 is to responsibly lead the transition of adult smokers to a smoke-free future.

We see lower-risk products as a compelling opportunity for adult smokers, public health, and our business. Lower-risk products should complement cessation and prevention strategies and, when combined, can accelerate reductions in smoking-related diseases.