Overview
- BAT disclosed on Monday that Fit2Win will eliminate 5,500 direct roles and move 3,500 more into outsourcing, affecting roughly 9,000 positions globally with most changes to be completed by the end of 2026.
- The programme excludes BAT’s US business run through Reynolds American and company statements say the majority of role changes have already been implemented with remaining consultations under way.
- Fit2Win leans heavily on AI, data analytics and strategic partners such as Accenture to automate routine tasks and transfer service‑hub and IT roles to third‑party providers.
- BAT reiterated targets to deliver about £500 million of annual savings by 2027 and roughly £600 million by 2028 to protect margins as combustible cigarette volumes fall.
- The cuts follow earlier factory closures driven by illicit trade pressures and speed a shift toward vapes and nicotine pouches, a move that will hit affected workers and could raise operational dependence on outsourcing partners.