Environment and our products

We strive to further reduce environmental impacts along our value chain, through improved product design and development, responsible procurement, efficient delivery of our products and services, and by adopting innovative technologies and approaches.

As a key part of the JT Group Environment Plan 2030, we are working to establish targets and action plans relating to the appropriate use and responsible disposal of materials used in our products and packaging, including plastics.

Within the R&D functions in our Tobacco business we have colleagues dedicated to packaging strategy, innovation and sustainability. They have a focus on improving the sustainability of packaging, whether it be through reduction, simplification or substitution, to improve reuse and recyclability, and to reduce the overall amount of fossil-fuel derived plastic that we use in our packaging. For example in the Germany market, we recently launched new containers for our Winston Make Your Own offering. We have reduced the amount of plastic used in the boxes by between 10% and 16%, which is a first step in improving the sustainability of our Make Your Own packaging.

We have already launched various initiatives, including the following examples.

Responsible recycling and disposal schemes for Reduced-Risk Products

To offer consumers a wider choice, we are launching Reduced-Risk Products (Products with the potential to reduce the risks associated with smoking.) in many markets. In contrast to traditional combustible products, Reduced-Risk Products present new and specific challenges from an environmental perspective, such as electronic waste.

We take our responsibility to protect the environment very seriously, and we want our recycling and disposal schemes to meet the specific needs of each market. In 2019, we published internal guidelines for Waste Management and Recycling across the Company. This guidance helps markets to determine and implement the appropriate initiatives.*E

To encourage consumers to safely recycle or dispose of our products, we offer convenient return schemes in some of our markets. These are adapted to the local needs, as the following best practice examples show.

Case study

PLOOM - Return scheme in Japan

In some parts of Japan, we have introduced recycling boxes at shops selling Ploom so that consumers can return their used devices, capsules, and cartridges conveniently.

This program was a significant extension of a 2017-2018 pilot scheme, in which we sent out recycling boxes to more than 250,000 people.

In 2019, we started collecting used Ploom devices in addition to used capsules and cartridges. Our aim was to respond to increasing consumer interest in recycling, and to reduce the environmental impact of the growing Reduced-Risk Product market.

  • Key achievements in 2019

    Recycling boxes introduced in around 300 shops

Following positive feedback from consumers, we will continue to explore a more holistic approach to recycling and waste management.

Case study

Logic - Return scheme in Switzerland

In Switzerland, online customers can order a Logic recycling box, made from FSC-certified paper, to collect their used pods. They can then send these boxes to us free of charge for recycling.

We also set up ‘pod points’ in shops selling Logic products across Switzerland, giving consumers the option to return their used products in person.

After collection, the items are recycled according to Swiss standards at the Dagmersellen recycling plant.

  • Key achievements: March-December 2019

    + 3,600 individual recycling boxes ordered
    + 440 recycling boxes returned

Reducing the environmental impact of ready-made cigarettes

Litter from tobacco products is an issue that calls for collective action to educate adult consumers to act responsibly. To approach this, we have rolled out various initiatives, including the following.

Case study

‘Pick up and you will love your city’ in Japan

In Japan, we run the ‘Pick up and you will love your city’ campaign in collaboration with over 4,000 organizations, including local governments, NGOs, and volunteer groups, as well as local citizens.

Since the launch of this initiative in 2004, we have organized more than 2,000 litter-picking events, involving 1.9 million participants.

We want to change participants’ mindsets to ‘I will not throw anything away’, through their experience of picking up litter.

  • Key achievements since 2004

    + 2,000 events
    + 1.9 million participants
    + 4,000 organizations

Case study

Ambassadors for a clean environment tackle attitudes to littering in Switzerland


Read about reducing the environmental impact of packaging.

The EU Single-Use Plastics Directive

Read about our approach.