Smokeless Consumer Growth
Added 4.7 million smokeless consumers in 2025, bringing the total to 34.1 million, driven mainly by Modern Oral — the strongest growth acceleration to date and positioning the business for 2026.
Group Results at Top End of Guidance
Delivered 2025 group results at the top end of guidance (constant currency): group revenue +2.1%, adjusted profit +3.4%, adjusted profit from operations +2.3%, and adjusted diluted EPS +3.4%.
Modern Oral Outperformance
New Categories revenue +7%; Modern Oral revenue +48% (global leadership in top markets), Velo Plus >300% growth in the U.S. since launch, Velo Plus reached positive category contribution within its first year and Velo global volume share leadership in Modern Oral.
U.S. Combustibles and Overall U.S. Strength
U.S. revenue +5.5% and adjusted profit +5.9%. U.S. Combustibles revenue +4.6% with value share +30 basis points (volume share down 10 bps). New Category revenue in U.S. nearly +20%; Vuse returned to H2 revenue growth.
New Category Profitability and Contribution
New Categories gross profit rose by over GBP 200 million with category contribution reaching GBP 442 million; since 2021 Category contribution improved by ~GBP 1.4 billion.
Operational Efficiency and Productivity Savings
Delivered GBP 1.2 billion in productivity savings since 2023; targeting a further GBP 2 billion by 2030. Fit2Win expected to deliver GBP 600 million of annualized incremental savings by 2028 (GBP 500m by 2027).
Strong Cash Generation and Shareholder Returns
Announced a 2% dividend increase and raised share buyback to GBP 1.3 billion for 2026 (+GBP 200m). Deleveraged to 2.55x adjusted net debt/EBITDA at end-2025 and on track to 2.0–2.5x by year-end; targeting >GBP 50 billion free cash flow by 2030.
Regional AME Outperformance
AME revenue growth >3% with Combustibles up >2% and New Category revenue +4.3% (Modern Oral +17%); AME adjusted operating profit grew nearly 10% driven by operating leverage and efficiency gains.