Wellbeing and stimulation

Understanding our consumers

Our success revolves around understanding consumers better than our competitors.

Using and adapting complex sets of data, insight capabilities, delving deeper into behaviours and preferences and integrating those into our early R&D. For instance, we can build a more complete model of moods, behaviours, and rituals by combining contextual information with biometric data sets that map a number of responses.

We utilise a complex ecosystem of technologies and approaches to map usage of our products, always seeking to improve consumer experience through better research.

Beyond Nicotine

Personalised wellbeing is one of our most exciting new projects, exploring how compounds, such as caffeine or cannabidiol (CBD) may provide a new sensory experience.

Our New Sciences team is rigorously investigating how different compounds might deliver on the promise of A Better Tomorrow™ – right down to the molecular level – to fully understand how we can provide a greater choice of enjoyable products.

Our first CBD vapour product

Vuse CBD Zone, our first CBD vapour product, was pilot launched in Manchester in January 2021. This new range has been developed using our global vaping expertise, world-class science, product stewardship, and robust supply chain sourcing.

The e-liquids are available in three flavours: mint, mango, and berry; and two strengths – 50mg and 100mg. It offers adult smokers and vapers sensorial enjoyment, as Vuse CBD Zone caters to a variety of moods and moments in their busy lifestyles.

Plant biotechnology

Our biotechnology experts are using knowledge of plant and systems genetics to identify potential ways of enhancing the consumer experience. For instance, how different kinds of hemp or tobacco yields and crops could create different types of product through bioengineering. The aim is to control, through breeding, the compound production in a particular plant, ensuring a consistent yield that is right for the product.

Our strategic partnership with Organigram

In March 2021, we announced a strategic collaboration agreement with Organigram Inc., a wholly-owned subsidiary of publicly-traded Organigram Holdings Inc. This collaboration focuses on research and product development activities of next generation adult cannabis products, with an initial focus on cannabidiol (CBD).

Organigram has a proven track record of consumer-led innovation and developing high quality adult-use recreational and medical cannabis products, which are legally available in Canada.

By leveraging Organigram’s first-hand experience, we will deepen our understanding of this rapidly expanding and evolving area. We will also gain access to cutting-edge R&D technologies, product innovation and cannabis expertise, complementing our extensive plant-based expertise and development capabilities.