A Better Tomorrow

What A Better Tomorrow does

A Better Tomorrow™ is a brand and strategic initiative owned by British American Tobacco p.l.c. (BAT), launched in 2019 to communicate the parent company's tobacco harm reduction (THR) vision and its portfolio of smokeless alternatives to combustible cigarettes. It operates primarily through The Omni™, a comprehensive digital content portal and stakeholder-engagement platform that provides scientific, regulatory, and product information to scientists, public health authorities, regulators, policy makers, and investors, supplemented by The Smokeless Word podcast. The underlying product portfolio underlying the brand spans four smokeless categories — Heated Products (tobacco heating without combustion), Vapour Products (e-cigarettes and vaping devices), Oral Tobacco, and Oral Nicotine Pouches (tobacco-free) — positioned as alternatives for adult smokers who would otherwise continue smoking.

The entity behind the brand is British American Tobacco (Brands) Limited, domiciled in the United Kingdom, with reported headcount of 11. There is no independent pricing model, revenue stream, or distribution channel associated with A Better Tomorrow as a standalone brand; it functions as a corporate communications and stakeholder-engagement platform rather than a commercial product seller. Leadership is provided by BAT executives including Chief Executive Tadeu Marroco, Chief Corporate Officer Kingsley Wheaton, and Science Director Dr. James Murphy, with Johan Vandermeulen contributing to global THR market commentary. Geographic case-study coverage extends across the UK, Sweden, Greece, Japan, USA, New Zealand, Australia, and Pakistan.

The Omni was recognized with the PR Platinum Awards 2025 (PR News) for global public relations and communications. As a wholly-owned, non-traded brand within BAT (LSE: BATS.L), A Better Tomorrow has no independent funding rounds, external investors, or standalone financials; it is funded and controlled entirely by its parent company and serves the strategic objective of repositioning BAT's narrative around reduced-risk products.

Name

A Better Tomorrow

Legal name

A Better Tomorrow™

Website

https://abettertomorrow.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

A Better Tomorrow is a British American Tobacco brand and strategic initiative, launched in 2019, that promotes tobacco harm reduction through The Omni digital portal and a portfolio of smokeless nicotine products (Heated, Vapour, Oral Tobacco, Oral Nicotine Pouches) targeting adult smokers globally.

Ownership category

akta.pro rank

Product category

Smokeless Tobacco Products

NAICS

Tobacco Manufacturing (312230), Tobacco Product and Electronic Cigarette Merchant Wholesalers (42494)

SIC

Tobacco Products (2100)

akta.pro primary industry

Heated Tobacco Products (HTP) & Consumables Manufacturing & Brands (CRADAJAH)

akta.pro secondary industries

Electronic Nicotine Delivery Systems (ENDS/Vapes) Devices Manufacturing & Brands (CRADAJAF), E-liquids & Nicotine Salts Manufacturing & Brands (CRADAJAG), Online Tobacco & Nicotine Retail (Delivery/Click & Collect) (CRANADAI)

Keywords

• Smokeless tobacco products
• Heated tobacco products
• Vapour products
• Oral nicotine pouches
• Tobacco harm reduction

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Marketing channels2 records

Core offering

A Better Tomorrow™ is a brand and strategic communications initiative by British American Tobacco that documents and promotes BAT's portfolio of smokeless tobacco and nicotine alternatives — Heated Products, Vapour Products, Oral Tobacco, and Oral Nicotine Pouches — targeted at adult smokers who would otherwise continue smoking combustible cigarettes. The Omni™, the platform's central digital publication, presents scientific evidence, regulatory perspectives, and market case studies to support the company's tobacco harm reduction strategy.

Product overview

The Omni™ is BAT's comprehensive resource and initiative for tobacco harm reduction, representing the company's smokeless product portfolio across four main categories: Heated Products, Vapour Products, Oral Tobacco, and Oral Nicotine Pouches. These smokeless products are positioned as alternatives for adult smokers who would otherwise continue to smoke, with the stated goal of Building a Smokeless World where cigarettes become a thing of the past.

Differentiator

Problem solved

Functional benefit

Brands

• The Omni™: A comprehensive resource summarizing BAT's progress on tobacco harm reduction and the journey to building a smokeless world. Intended for scientists, public health authorities, regulators, policy makers, and investors.

Products and services

• Heated Products Tobacco heating products that warm tobacco without combustion, offering adult smokers an alternative to traditional cigarettes with potentially reduced harm.
• Vapour Products E-cigarettes and vaping devices that vaporize e-liquid containing nicotine, providing adult smokers an alternative to combustible cigarettes.
• Oral Tobacco Traditional smokeless tobacco products placed in the mouth, offering adult tobacco consumers a smoke-free alternative.
• Oral Nicotine Pouches Tobacco-free nicotine pouches placed in the mouth, providing adult nicotine consumers with a smokeless, smoke-free alternative.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Altria Group: US-focused tobacco incumbent with on! oral nicotine pouches and NJOY vapour ownership. Comparable as a smokeless-pivot incumbent, though its geographic and category mix differ from BAT's global multi-format approach.
• British American Tobacco (parent entity): Parent of A Better Tomorrow; the broader BAT group is the natural benchmark for evaluating A Better Tomorrow's strategic direction and the smokeless business it represents, including Vuse vapour, glo heated products, and oral brands.

Direct peers

• Velo (BAT brand): BAT's own modern oral nicotine pouch brand — directly comparable to the products A Better Tomorrow promotes and is the most relevant commercial peer within the same corporate family for oral nicotine positioning.
• glo (BAT heated brand): BAT's flagship heated tobacco device brand. Directly comparable as the product embodiment of the heated-products category that A Better Tomorrow champions, and a peer to PMI's IQOS and JTI's Ploom.
• Japan Tobacco International: Major global tobacco player with a smokeless strategy spanning heated products (Ploom), vapour, and oral nicotine. Operates across many of the same markets as A Better Tomorrow and competes head-to-head in the heated-product category.
• Imperial Brands: UK-headquartered tobacco multinational with growing focus on next-generation products including heated tobacco (Pulze) and oral nicotine (ZoneX). Closely comparable to BAT in geographic footprint, traditional cigarette base, and smokeless transition strategy.
• Swedish Match (PMI subsidiary): Oral nicotine and snus pioneer, now owned by Philip Morris but historically the reference brand in smokeless tobacco. Its Zyn brand is the dominant modern oral nicotine pouch and a direct competitor to BAT's oral pouch portfolio.
• Philip Morris International: Global tobacco multinational leading the heated-tobacco category via IQOS and the oral nicotine pouch category through Swedish Match/Zyn. PMI's Beyond Nicotine strategy and multi-category smokeless portfolio directly mirror BAT's A Better Tomorrow vision.

Emerging players

• Turning Point Brands: US-based company focused on smokeless alternatives including oral nicotine pouches (Reon) and vapour. A smaller, US-centric peer that competes in the same smokeless-product categories A Better Tomorrow encompasses.
• Haypp Group: Swedish online retailer of nicotine pouches and other smokeless products. Represents the digital distribution and consumer-engagement angle that A Better Tomorrow's online Omni portal addresses, albeit from a retail rather than manufacturer perspective.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/BATNews
• YouTubeyoutube.com/batsmokelessworld
• LinkedInlinkedin.com/company/abettertomorrow

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about A Better Tomorrow