Economy Middle East visits BAT’s R&D Center in Southampton

Economy Middle East travels to Southampton, U.K, to explore the Research and Development Center of British American Tobacco (BAT).

Over the years, BAT has transitioned away from traditional tobacco products, focusing instead on three key categories: heated products, vapor products, and tobacco free oral nicotine pouches—all designed to support a smoke-free future with reduced-risk alternatives.

In this video, we speak with Dr. James Murphy, director of Research and Science at BAT, to address common misconceptions about a smokeless future and what the public should better understand about this evolving landscape.

We also speak with Martina Branconi, area head of External Affairs, Western Europe at BAT, to discuss how different countries and territories regulate e-cigarettes and the key lessons that can be learned from their approaches.

Watch the full video for more insights.