BAT sees big growth across all three new categories, led by Vuse showing in US

British American Tobacco (BAT) enjoyed a 37% rise last year in revenues from novel products, with growing contributions across all three of its new categories. The increase was driven especially by the positive performance of BAT’s vapour brand Vuse, especially in the US, the company reported when releasing its preliminary results for 2022.

The London-based tobacco giant is confident of achieving its £5bn revenue target by 2025 and expects new category profitability in 2024, a year ahead of plan.

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Antonia Di Lorenzo

Assistant news editor
Antonia is a member of the editorial team and holds a masters degree in Law from the University of Naples Federico II, Italy. She moved in 2013 to London, where she completed a postgraduate course at the London School of Journalism. In the UK, she worked as a news reporter for a financial newswire and a magazine before moving to Barcelona in 2019.

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