Vuse uptake, PMTAs and innovation drive BAT’s new categories revenue up 45%

British American Tobacco (BAT) enjoyed a 45% rise in revenue from its new products category in the first half of the year, with strong momentum shown by its Vuse e-cigarette range.

The London-based manufacturer reported adjusted revenue up 3.7% on a constant currency rate basis to £12.87bn for H1 2022 compared to last year. The company said growth in new categories contributed to this, with vapour revenue up 48% to £590m due to an 18.6% growth in 10 ml pod units on a volume basis to 292m. 

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Antonia Di Lorenzo

Assistant news editor/senior reporter
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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