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We are creating��brands��with purpose and reshaping our product portfolio.

We are building a��multi-category portfolio��of non-combustible products��backed by science, and expanding “beyond nicotine”. We are driven by digital transformation, technology and innovation, and by our people, living our��ethos.

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QUEST

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QUEST is our Group-wide programme designed to accelerate our transformation.

Each letter of QUEST represents one of the five priority areas we are focused on to re-define our business and re-shape our product portfolio – driven by digital��transformation and underpinned by our ethos.

Quantum Delivery

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Quantum is generating the resources to be reinvested in our New Categories by optimising our organisational design; leveraging our shared services; embedding productivity discipline; and delivering Revenue Growth Management (RGM) and Marketing Spend Effectiveness (MSE) initiatives.

Unleash Innovation

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Unleash Innovation is delivering a step change in critical capabilities, enabling ������Ƶto further build andsuccessfully execute��consumer focused and��remarkable innovation. Utilising Quantum productivity savings, we are fuelling an ambitious portfolio��transformation towards��a multi-category product company.

Empowered Organisation

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Developing our people, teams and culture is at the heart of Quest. The Empowered��Organisation programme is building an engaged, agile and high-performing organisation with capabilities to deliver our Enterprise of the Future.

Shaping Sustainability

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Shaping Sustainability is accelerating our corporate journey towards a sustainable enterprise, fulfilling our A Better Tomorrow™ purpose. Developing world-class science to support our new portfolio and embedding industry leading ESG ambitions is at the heart of this programme.

Technology & Digital

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Technology & Digital underpins all Quest��initiatives to accelerate our transformation towards a top quartile, digitally-enabled consumer packaged goods (CPG) business. Our digital transformation is focusing on digital marketing; agile organisation; value from data & analytics and intelligent automation at scale.