British American Tobacco - BAT’s Vuse wins prestigious SEAL Sustainable Product Award

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News Release

21 December 2021

BAT’s Vuse wins prestigious SEAL Sustainable Product Award

  • BAT’s Vuse wins the Sustainable Product Award in the prestigious 2021 SEAL Business Sustainability Awards
  • Vuse is the first global, independently certified, carbon neutral vaping brand*
  • Award is further recognition of how BAT is building a portfolio of global brands with purpose
  • BAT is building A Better Tomorrow™ with sustainability front and centre

BAT is proud to announce that Vuse, the global number one vaping brand**, has won the Sustainable Product Award in the prestigious 2021 SEAL (Sustainability, Environmental Achievement & Leadership) Business Sustainability Awards. The award recognises innovative and impactful products that are ‘purpose-built for a sustainable future.’

SEAL Awards is an environmental advocacy organisation that celebrates leadership through its business sustainability and environmental journalism awards. 

Kingsley Wheaton, BAT’s Chief Marketing Officer said:
“We are honoured to receive this SEAL Sustainable Product Award for our Vuse vapour brand. At BAT, we are creating the brands of the future with sustainability at their core. In 2021, Vuse was certified as the first global carbon neutral vape brand. This is part of Vuse’s broader sustainability programme, which aims to eliminate single-use plastics and have all packaging recyclable by 2025.

“We are proud that Vuse has set the sustainability standard within the vaping category. As a brand leader, this is the right thing to do. It demonstrates how we are building a portfolio of global brands with purpose, on the pathway to achieving A Better Tomorrow.”

BAT is focussing on the disposal and recyclability of Vuse products through innovative design and life cycle schemes, including:

  • Introducing ‘Drop the Pod’ and device take-back schemes for used Vuse e-cigarettes to reduce waste sent to landfill, with products returnable in Vuse stores and via post
  • Making Vuse packs with recyclable cardboard and removing ePen plastic tray packaging
  • Ensuring Vuse ePod starter kits and pod packs are plastic film free
  • Removing silicone caps from ePen pods***

Vuse was independently certified as the first global carbon neutral vape brand by Vertis in May 2021, marking a significant step in BAT’s ambition for Vuse to become an environmentally sustainable vape brand. It also contributes to the delivery of BAT’s Group-wide ambition to be a carbon neutral business by 2030 and carbon neutral across its value chain by 2050.

* Based on ePod, ePen, eTank mini, Alto devices and consumables internal sales forecast (calculated March 2021) for 12 months starting from April 2021
** Based on Vuse estimated value share from Recommended Retail Price (RRP) in measured retail for vapour (i.e. total vapour category value in retail sales) in the USA, Canada, France, UK, Germany. These 5 markets cover an estimated 77% of global vapour closed system NTO, calculated in June –July 2021.
*** Vuse’s latest ePen/ePen 3 pods are now silicone cap-free in all Vuse Markets except Mexico and Colombia.

Notes to editors

2021 is the inaugural year for the SEAL Sustainable Product Awards and were created to honour innovative and impactful products that are purpose built for a sustainable future. Fellow award winners include Salesforce and IBM. Previous SEAL Environmental Initiative award winners include General Motors, Compass Group and Adidas. Full list of previous winners can be found here: 


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