About Us

By recognizing our people’s the full potential and with our diverse, iconic portfolio, accompanied by the core belief that legal age smokers are entitled to better alternatives, we will lead the evolution of a new era of a cigarette-free MEA.


Our Vision

Our vision is to put the safest and most credible Nicotine Delivery Systems within reach of the 144 million adult smokers across the Middle East and Africa.



Our Mission

Our mission is to deliver the best in class brand distribution, staging, and communication while respecting local regulations and adapting to the latest consumer trends and technologies in our field.



Our Strategic Pillars


  • Build a solid foundation of people and culture
  • Partner with regulators to reach consensus on proper fiscal & regulatory frameworks
  • Build a credible and innovative portfolio
  • Apply data-driven consumer targeting commercial executions
  • Use advanced technology for data collection and generating insights
  • Build trust with business partners with integrity and collaboration