Circularity

Circularity is a key enabler of our transformation towards a Smokeless World. We seek to embed it from the outset, shaping how our products are designed, manufactured, and managed at end-of-life.

Material science is central to this shift, helping us reduce virgin raw material use, cut emissions, and drive sustainable innovation. Our circularity strategy spans the entire product lifecycle, guided by eco-design principles that prioritise durability, low-carbon materials, and end-of-life recovery.

In addition to cigarette butts, we acknowledge the challenges posed by waste from Smokeless products. Yet, with growing consumer and regulatory momentum behind circularity, we also see this as a strategic opportunity to deliver long-term efficiencies, cost savings and educate consumers while managing our environmental impact.

How we’ll get there

Our Group Environment Policy commits to applying circular economy principles and using Life Cycle Assessments (LCAs) to guide product design and development.

Our current circularity targets for 2025 marked an important phase of our circularity journey. Looking ahead to 2030, we have broadened their scope to cover the full lifecycle of our New Category business, spanning the ‘make’, ‘use’, and ‘dispose’ phases.

Our eco-design principles set clear objectives, and support the reduction of our environmental impacts. We work with suppliers to reduce the impact of existing materials and collaborate with waste management providers to improve infrastructure and support the recovery of critical raw materials.

We also continue to educate consumers on responsible disposal.