Rothmans, Benson & Hedges Pushes Smoke-Free Alternatives with Retailer Challenge

Event summary

  • Etcetera Mart in Ottawa will remove cigarettes from its shelves for a half-day on February 4, 2026, to promote smoke-free alternatives like heated tobacco devices.
  • Rothmans, Benson & Hedges (RBH) is behind the initiative, aiming to increase awareness of smoke-free products among Canadian smokers.
  • Additional retailers across Canada are expected to join the effort in the coming months.
  • RBH employs nearly 800 people across Canada, with headquarters in Toronto and a factory in Québec City.

The big picture

RBH's initiative reflects a broader industry trend towards smoke-free alternatives, with international examples like Japan and Sweden showing that access to information and products can reduce smoking rates. The challenge also highlights the tension between public health goals and regulatory constraints that limit the promotion of these alternatives. RBH's strategic move could pressure regulators to reconsider current laws, potentially opening new market opportunities.

What we're watching

Regulatory Impact
How Canadian laws limiting the promotion of smoke-free products will affect RBH's ability to drive awareness and adoption.
Market Response
Whether the retailer challenge will lead to a sustained shift in consumer behavior towards smoke-free alternatives.
Competitive Dynamics
The pace at which other tobacco companies in Canada adopt similar strategies to promote smoke-free products.