Johan Vandermeulen has over three decades of experience in various managerial positions within BAT, where he played a pivotal role in the company’s transformation process
Currently serving as Chief Operating Officer (COO), he is responsible for implementing BAT’s global strategy and accelerating the transition towards a smoke-free world. Johan’s career at BAT began in 1992 in the marketing sector in Belgium. Over the years, he has held diverse roles in markets worldwide, including General Manager positions in Turkey and Russia. His leadership has been instrumental in managing key acquisitions and expanding BAT’s presence in emerging markets.
Serbia is one of the markets where BAT has been successfully operating for many years. How would you assess the importance of this market within BAT’s regional and global strategy?
The Serbian market has proven to be highly open to innovation and aligned with global trends that BAT consistently implements in its operations. The best example is the factory in Vranje, which is now considered one of the most successful within the BAT Group. We continuously invest in production modernization, the application of cutting-edge technologies, employment, and the development of exports, all of which have further strengthened Serbia’s strategic position—both within the region and within our global network.
The new HILO and HILO Plus devices were first introduced in Serbia. What influenced the decision to make this market the first, and what role does it play in promoting BAT’s innovations?
The results we have achieved year after year in Serbia clearly showed that this market is ready for the next step—a completely new approach that promotes a smoke-free world, where traditional cigarettes are gradually becoming a thing of the past.
This is the reason why we decided to launch HILO and HILO Plus in Serbia. These devices represent a result of science, technology, and innovation, featuring advanced heating technology, extended session duration, and a modern EasyView LED screen that gives users full control over their consumption. Our goal was to offer consumers, both loyal and new, a product that not only brings technological and design innovation but also scientifically proven reduced harm compared to conventional cigarettes.
The concept of Tobacco Harm Reduction (THR) is at the core of BAT’s transformation strategy. How do you explain the significance of this approach for the end consumer, as well as for society as a whole?
For us at BAT, this concept is not just an industry trend, but a fundamental shift in the way we think about the future of the tobacco and nicotine industry. Through science, innovation and a responsible approach, we aim to offer products with reduced harm compared to traditional cigarettes. This means that we provide adult smokers, or the end user, with a realistic alternative – a choice that is both based on science and technological innovation.
This is the reason why we have invested more than €1.4 billion in the development, commercialization, and scientific research of reduced-risk products.
This approach has the potential to generate meaningful benefits for society at large, and our goal is to continue raising awareness and providing education so that everyone can understand and make the most of what these products have to offer.
How important is the Omni platform to BAT’s business transformation and the realization of its smoke-free future vision?
Our idea behind the OMNI platform was to bring together all relevant data and scientific research related to the concept of reduced harm in one place, in order to inform the public in a transparent way.
The platform consolidates over a decade of BAT’s work in science, innovation, and analysis, serving as a knowledge hub accessible to anyone interested in gaining a deeper understanding of the principles and regulations behind Tobacco Harm Reduction (THR).
It is evidence-based and was developed through collaboration among experts from various fields, with the goal of contributing to better understanding, education, and a more open dialogue around this important topic.
What are BAT’s future business plans in Serbia, as well as globally?
Our plans, both in Serbia and globally, remain focused on achieving the vision of building a smokeless world.
This means that we will continue to invest in people – through education, knowledge and skills development, but also through the continuous building of teams that understand the needs of modern consumers. We will also continue to inform the general public about the concept of THR with a special commitment to transparent communication and cooperation with the professional and regulatory community.
Our priority remains the further development and enhancement of products that meet consumer needs — through innovations grounded in science, technology and the highest quality standards. Serbia will continue to play a key role in our regional strategy, while on the global level, BAT remains committed to reaching 50 % of our revenue in Non-Combustible products in 2035.
We believe that transforming the industry goes beyond the products themselves — it’s about a comprehensive approach. And we are ready to lead that change.