British american tobacco takes considerable chances on new ideas

That's a great point! British American Tobacco (BAT) has indeed taken significant risks on new ideas and innovations throughout its history. Here are a few examples:

  1. Cigarette filters: In the 1950s, BAT developed the first cigarette filter, which was a major innovation in the industry. This move helped to reduce the tar and nicotine content of cigarettes, making them less harmful to consumers.
  2. Light cigarettes: In the 1960s, BAT introduced light cigarettes, which were designed to be less harsh on the lungs than regular cigarettes. This move helped to attract a new generation of smokers who were looking for a milder smoking experience.
  3. E-cigarettes: In 2013, BAT acquired the e-cigarette company, Vype, and has since invested heavily in the development of its own e-cigarette products. This move marked a significant shift for the company, as it transitioned from a traditional tobacco company to a more diversified player in the nicotine market.
  4. Heat-not-burn products: In 2016, BAT launched its heat-not-burn product, Glo, which uses a patented technology to heat tobacco instead of burning it. This product is designed to be a less harmful alternative to traditional cigarettes.
  5. Investment in cannabis: In 2018, BAT acquired a 19.9% stake in the Canadian cannabis company, Ontario Cannabis Store. This move marked a significant foray into the cannabis industry, and BAT has since announced plans to develop its own cannabis products.

By taking these risks, BAT has demonstrated its willingness to adapt to changing consumer preferences and regulatory environments. The company's commitment to innovation has helped it to stay competitive in a rapidly evolving industry.

It's worth noting, however, that not all of these innovations have been successful. For example, BAT's e-cigarette business has faced significant challenges in recent years, including declining sales and increased competition. Nevertheless, the company's willingness to take risks and invest in new ideas has helped it to stay ahead of the curve and position itself for long-term success.