NAIROBI, Kenya, May 29 – British American Tobacco (BAT) Kenya has reaffirmed its commitment to tobacco harm reduction through the promotion of Smokeless products, calling for a science-based regulatory approach and open collaboration to accelerate progress toward a smoke-free future.
Speaking ahead of World Vape Day (May 30) and World No Tobacco Day (May 31), BAT Kenya emphasized that alternative nicotine products—including vapes, heated tobacco, and oral nicotine pouches—play a crucial role in helping adult smokers transition away from cigarettes.
“BAT’s introduction of Smokeless products such as oral nicotine pouches into the Kenyan market reflects our commitment to meet the preferences of today’s adult smokers,” said Crispin Achola, Managing Director, BAT Kenya and General Manager, East & Southern Africa Markets.
He added that reducing the harm caused by smoking requires a dual approach: ongoing tobacco control efforts and the availability of less harmful alternatives for adults who would otherwise continue smoking.
Global Success Stories Highlight Potential
Countries such as Sweden, Japan, New Zealand, the U.K., and the U.S. have seen a sharper decline in smoking prevalence following the adoption of Smokeless alternatives.
Sweden, in particular, reports the lowest smoking rate in the EU at 5.3%, despite overall tobacco use being in line with EU averages.
The shift from smoking to snus and other reduced-risk products illustrates the long-term potential of Tobacco Harm Reduction.
A Call for Balanced Regulation and Consumer Protection
BAT Kenya is urging stakeholders to work together on progressive policies that recognize the lower risk profile of Smokeless products, and pevent youth access to all nicotine products, among others.
BAT also stressed its strict stance against underage access and its drive to maintain high product standards backed by science.
Transforming for a Healthier Future
The company sees the development of Smokeless alternatives not just as a public health measure, but also as a strategic shift toward a more sustainable business model aligned with changing consumer preferences.
“We believe the evidence supporting a harm reduction approach is compelling,” Achola concluded. “With clear regulation and shared responsibility, Kenya can accelerate its journey to a smoke-free status while ensuring public health, consumer safety, and economic sustainability.”
As Kenya continues to grapple with smoking-related health burdens and illicit trade, BAT Kenya’s push for regulatory support of Smokeless products signals a growing consensus around tobacco harm reduction as a complementary tool in public health strategy.
