We believe reducing harm for adult smokers can only be successful if these consumers find potentially reduced-risk products “satisfying” – a term with wide-ranging definition based on the diversity of adult smokers’ interests. 

Our strategy is to deliver a compelling portfolio of smoke-free products that offer a range of satisfying product choices for adult smokers and to responsibly lead them to these alternatives. 

Our companies focus on developing, manufacturing and marketing products and brands that meet three important consumer expectations:

  • superior sensory experiences and nicotine satisfaction;
  • 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.

Moving Beyond Smoking

Altria’s companies are leading the way in moving adult smokers away from cigarettes – by taking action to transition millions toward potentially less harmful choices. Learn More

Smoke-free Platforms

Our portfolio approach expands choice for adult tobacco consumers across three of the most promising smoke-free product platforms with the potential to reduce harm: oral tobacco, e-vapor and heated tobacco. 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 a premium portfolio of product offerings across a variety of flavors and nicotine strengths. on! is widely distributed in over 100,000 stores that cover 80 percent of total U.S. oral tobacco volume.

E-Vapor

We participate in the e-vapor space through 35 percent strategic minority investment in JUUL, the leading e-vapor manufacturer.

Heated Tobacco
Products

IQOS is the only FDA-authorized heated tobacco system. In July 2020, the FDA issued a Modified Risk Granted Order for the IQOS 2.4 Tobacco Heating System. We have exclusive rights to commercialize IQOS and three Marlboro HeatStick variants in the U.S. through our agreement with Philip Morris International.


accelerating investments

Accelerating Investments in Oral Nicotine Pouches & Heated Tobacco

Altria is accelerating its investments to build unique intellectual property and a robust pipeline of differentiated, innovative smoke-free tobacco products. Visit our Reducing Harm & Preventing Underage Use Corporate Responsibility Report to learn more.
tobacco consumer insights

Tobacco Consumer Insights


Based on the regulatory framework in place and our deep understanding of U.S tobacco consumer preferences and behaviors, we believe we can accelerate the pace of harm reduction over the next 10 years. Visit our Reducing Harm & Preventing Underage Use Corporate Responsibility Report to learn more.
Kurt Gottfried Photo

Our Science-based Approach to New Tobacco Products

We follow a rigorous scientific framework for evaluating potentially reduced risk products in our applications submitted to the FDA.
Patty Miller

Our Focus on Responsibility Before & After FDA Authorization

We work in a highly regulated industry and therefore, having products for cigarette smokers to switch to a smoke-free product is key to our Vision.
Submit Your Idea Image

Submit Your Idea

We believe true innovation involves collaboration and engagement. If you have a concept, methodology or other technology you would like to share, visit the visit the Altria Open Innovation Portal.