BAT to 2FIRSTS: Making HTPs Affordable to All by Aligning with Retail Price of Japanese Cigarettes
Emma Dean, the Director of the Asia Pacific, Middle East, and Africa (APMEA) Northern Region, responded to 2FIRSTS' report analyzing the unique low-cost entry strategies employed by British and American tobacco companies in the East Asian market, including Japan and South Korea.
Our mission as BAT is to create a better tomorrow (A Better Tomorrow™), dedicated to building a smoke-free future and encouraging adult smokers to switch to lower-risk products than smoking. It is for this reason that we have set the retail price of our HNB products to be affordable compared to traditional cigarettes in Japan.
We will continue to comply with all applicable laws and regulations in the countries where we operate, and develop and commercialize various innovative, high-quality, and reduced-risk alternative tobacco and nicotine products for adult consumers worldwide.
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