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Fit2Win

British American Tobacco's restructuring programme targeting roughly £500m in annual savings by 2027.

Last refreshed: 1 July 2026 · Appears in 1 active topic

Key Question

Fit2Win claims AI efficiency, so why is 39% of its cut just outsourcing to Accenture?

Timeline for Fit2Win

#1529 Jun

Served as BAT's restructuring programme targeting roughly £500m in annual savings

AI: Jobs, Power & Money: BAT cuts 9,000, 3,500 to Accenture

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Common Questions

What is BAT's Fit2Win programme?

Fit2Win is BAT's cost and simplification programme, launched in 2025, targeting roughly £600m in annualised savings by 2028.Source: BAT

How much money will BAT save through Fit2Win?

BAT targets roughly £600m in annualised savings by 2028, with £500m of that already earmarked for 2027.Source: BAT

Why did BAT cut 9,000 jobs under Fit2Win?

The cuts are framed as AI and data-analytics-driven efficiency, but 3,500 of the 9,000 roles are moving to outsourcing partners rather than disappearing.Source: BAT

Background

BAT's Fit2Win restructuring programme delivered its biggest move yet on 29 June 2026: a 9,000-role cut split between 5,500 direct redundancies and 3,500 roles transferred to outsourcing partners Accenture and ITC Infotech . BAT presents the cuts as evidence of AI and data-analytics-driven efficiency, targeting roughly £600m in annualised savings by 2028, with £500m of that already earmarked for 2027.

Launched in 2025, Fit2Win aims to simplify BAT's operations and deepen partnerships with technology and business-services firms rather than cutting headcount alone; the July 2025 Accenture deal, which moved digital and supply-chain roles out of BAT's own service hubs, was an early building block of the programme.