BAT’s Vuse becomes ‘world’s first’ carbon-neutral vape brand

Vuse’s achievement support BAT’s ambitious targets to achieve carbon neutrality across its own operations by 2030 and the wider value chain by 2050

Big Zero Report 2023

British American Tobacco (BAT) has announced Vuse has become the “world’s first” global carbon-neutral vape brand.

It has been achieved through carbon offsets by investing in reforestation projects, including a project in Uruguay to plant trees across more than 21 hectares, where intensive cattle grazing has eroded soil and degraded land.

Vuse is also reducing its carbon footprint by improving the energy efficiency of factories with upgrades to more efficient and lower impact equipment and increasing the use of renewable energy through power purchase agreements and onsite generation.

Its carbon-neutral status is part of a bigger ambition to become an environmentally sustainable vape brand, with initiatives including a global device and pod collection scheme, with around 200,000 pods collected since the start of the pilot in 2020 as well as cutting single-use plastics from packaging, with its Cut the Wrap scheme saving 100 tonnes of plastic – or the equivalent of four million plastic bottles – in 2020.

The brand also aims to transition from air to sea freight, with a target to have 80% of international shipments transported by sea by the end of 2022.

Vuse’s achievements support BAT’s ambitious targets to achieve carbon neutrality across its own operations by 2030 and across its wider value chain by 2050.

In 2020, BAT achieved a 30.9% reduction in emissions from its operations, contributing to a 37.4% fall against a 2017 baseline.

Kingsley Wheaton, Chief Marketing Officer at BAT,said: “Vuse becoming the first global carbon-neutral vaping brand is a significant milestone. It is testimony to BAT’s deep and longstanding commitment to being a responsible business and reducing our impact on the environment.

“We are proud that Vuse has set the ESG standard within the vaping category by becoming the first global brand to secure carbon neutral status. As a brand leader, this is the right thing to do and further demonstrates how we are building a portfolio of global brands with purpose for the future as part of our vision for A Better Tomorrow.”

Make sure you check out the latest Net Hero Podcast episode: