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All of the tobacco companies have alternative products outside of traditional cigarettes

BAT's 'A Better Tomorrow' Corporate Purpose This announcement is a further demonstration of BAT's continued commitment to its purpose, to build A Better Tomorrow by reducing the health impact of its global business, which entails: Committing to providing adult consumers with a wide range of enjoyable and less risky products Continuing to be clear that combustible cigarettes pose serious health risks, and the only way to avoid these risks is not to start or to quit Encouraging those who otherwise continue to smoke, to switch completely to scientifically-substantiated, reduced-risk alternatives Tracking and sharing progress of our transformation BAT aims to accelerate the growth of its New Category revenues at a faster rate than its total revenue, reaching 5billion in 2025

d) The team decided to stop playing

And those improvements will begin very quickly