Url: https://www.johnlewispartnership.media/news/waitrose/03012023/waitrose-announces-complete-withdrawal-from-single-use-vapes-market-1

Waitrose announces complete withdrawal from single use vapes market

  • Retailer announces decision not to stock single use vapes
  • Two types of single use e-cigarettes removed from sale
  • Millions of devices in the UK containing valuable lithium going to landfill

Waitrose has today announced its decision to not sell single use vaping products 

We'd already made a decision not to enter the burgeoning market for brightly coloured, fashionable, single use vaping devices. But now we've also delisted to imitation cigarettes containing lithium, which we've historically sold under the Ten Motives label. 

The single use vape market has seen rapid growth in the last year - with an increasing number of young non-smoking vapers attracted by the colour and sweet, soft drink and dessert based flavours. 

While we have robust controls under our Challenge 25 Policy, we are concerned about the risk these products pose by appealing to younger people - as well the environmental impact. 

Our move comes as reports suggest that the market growth is being fuelled by the popularity among those who haven't previously smoked. 

The move also comes amid growing environmental concerns about sinble use vaping devices, containing both plastics and valuable lithium ending up in landfill. Collectively they are thought to account for about 10 tonnes of this metal - which could be used in car batteries going to landfill each year. 

Charlotte Di Cello, Commercial Director for Waitrose, said: "We are a retailer driven by doing the right thing, so selling single use vapes is not something we could justify given the impact on both the environment and the health of young people."

"We had already decided it wasn't right to stock the fashionable bright coloured devices which are seeing rapid growth - so this decision is the final jigsaw piece in our clear decision not to be part of the single use vaping market." 

Contact Details:

For more information please contact:
Gill Smith, Senior Communications Manager, Media Relations 07887898133

About the John Lewis Partnership

The John Lewis Partnership owns and operates two of Britain's best-loved retail brands - John Lewis and Waitrose. Started as a radical experiment over a century ago, the Partnership is now the largest employee-owned business in the UK, with over 80,000 employees who are all Partners in the business. The Partnership is purpose-driven, existing to create a fairer and more sustainable future for our Partners, customers, suppliers and communities. Our Purpose not only inspires our principles, drives our decisions and acts as our guide to be a force for good, it steers us to do things differently and better - all in service of creating a happier world for everyone and everything we touch.


Waitrose & Partners has 331 shops in England, Scotland, Wales and the Channel Islands, including 59 convenience branches, 27 shops at Welcome Break locations, and Waitrose.com - its fast-growing online shopping business, consistently rated highly by independent research. The retailer combines the convenience of a supermarket with the expertise and service of a specialist shop - dedicated to offering quality food that has been responsibly sourced, combined with high standards of customer service. As part of an employee-owned business, all Partners have a say in how the business is run.