The growth, from 13.5m to 18.3m, in consumers of non-combustible products was our strongest to date;
· Non-combustible products now account for 12% of Group revenues;
· Vapour revenue was up 59%*, with our global brand, Vuse, now the leading vapour brand by value share globally;
· Following volume share gains in ENA and Japan, revenue from our THP, glo, was up 46%*; and
· Revenue in Modern Oral, largely through Velo, was up 41%*.
“In 2021, we recorded New Category revenue growth of over 50%*. The performance of our reduced-risk**†portfolio, encompassing our strong global brands, Vuse, glo and Velo, places us on track to reach the business transformation targets we set ourselves of:
· £5bn of revenue and profitability in our New Categories by 2025; and
· 50m consumers of non-combustible products by 2030.