BAT to simplify portfolio, focus on three New Category brands | Progresiv

British American Tobacco (BAT) has said that it is simplifying its 'New Category' portfolio, focusing on 'fewer, stronger and more trusted international brands'. It is consolidating its vapour products under the VUSE brand, modern oral products will be branded VELO; and tobacco heating products will continue to be branded glo, the company said.

The company said that it plans to 'focus its marketing resources and investment on developing three strong, trusted international brands that will compete on the global stage'.

It said that the move will 'simplify' the consumer experience, and drive greater awareness among adult consumers.

“We understand global brands are important for our worldwide consumers - brands that they can trust, recognise and buy wherever they are in the world," commented BAT's chief marketing officer, Kingsley Wheaton. "We want to lead the industry across all our New Category products and believe the time is now right to simplify our brand portfolio, creating three strong, recognisable and trusted global brands. For these new consumer categories, both quality and trust are vital and this step further supports BAT’s leading ambition in the industry."

The consolidation process is expected to take until the end of 2020, the company added. (www.esmmagazine.com)