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Effects of reduced cigarette smoking on uptake of a tobacco-specific lung carcinogen

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Summary Information Performance highlights Reported Adjusted3 Adjusted3 for Canada4 For year ended 31 December 2025 Current vs 2024 Current vs 2024 Current vs 2024 rates (current) rates (constant) rates (constant) Cigarette and HP volume share1 -40 bps Cigarette and HP value share1 -10 bps Consumers of Smokeless products2 34.1m +4.7m Revenue (m) 25,610m -1.0% 25,610m +2.1 % 25,610m +2.1 % Revenue from New Categories (m) 3,621m +5.5% 3,621m +7.0 % 3,621m +7.0 % Smokeless revenue as a % of total revenue (%) 18.2% +70 bps Profit from operations (m) 9,997m +265% 11,572m +0.4 % 11,279m +2.3 % Adjusted gross profit growth (%) +2.1 % +3.4 % Category contribution - New Categories (m) 427m +77.1 % 427m +77.1 % Category contribution margin - New Categories (%) 11.8% 4.7 ppts 11.8% 4.7 ppts Operating margin (%) 39.0% +28.4 ppts 45.2% -80 bps 44.0% flat Diluted earnings per share (pence) 349.1p +157% 352.1p +0.7 % 340.5p +3.4 % Net cash generated from operating activities (m) 6,342m -37.4% Free cash (before payment of dividend) (m) 4,048m -48.8 % Adjusted cash generated from operations (m)5 6,882m -5.5 % Cash conversion (%) +63% -307 ppts +100% -50 bps Borrowings including lease liabilities (m) 35,070m -5.1% Adjusted net debt to adjusted EBITDA ratio 2.48x +0.05x 2.55x -0.20x Dividend per share (pence) 245.04 +2.0% The use of non-GAAP measures, including adjusting items and constant currencies, are further discussed from page 46, with reconciliations from the most comparable IFRS measure provided

moreover, because smoking initiation occurs at a young age and people smoke less as they age, recruitment of new, young smokers was the companys highest priority