The initiative, which is for E-Lites own E-Tip brand, will involve recycler Williams Environmental who will deconstruct the E-Tips using a furnace.

The reclaimed metal known as ally-iron, an aluminium iron mix, will then be harvested into ingots ready for reuse by the metals industry. E-Lites also maintains that all electrical goods associated with E-Lites products are disposed of in compliance with the WEEE directive.

So far, the recycling scheme has already seen over 350,000 E-Tips being returned to E-Lites’ Bromsgrove headquarters.

According to E-Lites’ CEO Adrian Everett, the e-cig category is experiencing strong growth and measures needed to put in place to start recovering the growing numbers of used E-Tips.

“By incentivising our customers to return their used E-Tips, we can not only reward them for their loyalty to the brand, we can also make sure that as few of our E-Tips as possible end up in landfill,” he said.

“The reward and recycling initiative is proving extremely popular with many of our customers returning E-Tips on a regular basis.”

Maxine Perella

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