Our smart, empathetic products let parent’s intuition take over. Equipment for the naturally equipped. At our heart, we’re a design company and we know that good design is long lasting, so circularity simply is the essence of our product circularity pillar. By reimagining product lifecycles and integrating cutting-edge materials, we can transform how parenting essentials are designed, manufactured, and experienced.
First, for a reason.
We’re investing in the mass balance approach to create our products, because our materials (and their impact on the planet) matter. That’s why our iconic First Cup is now made with 98% bio-based plastic* and comes in packaging that’s responsibly sourced and FSC certified**. By using ISCC certified material, we’re helping to reduce the amount of fossil materials sourced for production.
Made with their futures in mind.
Instead of relying solely on fossil fuels, we’ve invested in the mass balance approach, mixing bio-based feedstock (in our case rapeseed oil), with conventional fossil materials to create the bio-based plastic* for our First Cup. Bio-based plastic looks and feels just like normal plastic, and it can be widely recycled. Adopting more sustainable manufacturing processes is just one of the ways we’re doing our bit for our planet, and their futures. Tackling overconsumption together, one tip and sip at a time.
Materials that matter.
Why did we choose rapeseed oil?
- It’s widely available
- It’s grown locally (reducing transit miles from field to factory)
- It can be cultivated on abandoned or degraded land
- It doesn’t encroach on forests or wetlands (allowing for biodiversity conservation)
Understanding Mass Balance.
By adopting the mass balance process, we’re nurturing a gradual increase of certified material in our existing infrastructure, contributing to less consumption of fossil resources in our production. What is Mass Balance? Mass balance is a method of tracking and documenting the mix of certified and fossil-based materials in a production system. This ensures transparency while allowing flexibility in manufacturing.
To learn more, head to theISCC website.
Why believe in bio-based plastics?
Tommee Tippee is now ISCC-certified (International Sustainability & Carbon Certification), which independently verifies that the mass balance process is being properly followed. Both our operations and the entire supply chain are audited annually to ensure the sustainability and traceability of all materials. You can download our certification here.
Nappy disposal innovation.
A prime example is our award-winning Twist & Click Nappy Bin, which combines practicality with environmental responsibility. With a 100% recycled and recyclable refill chassis and a minimum of 20% recycled plastic film, it reflects our commitment to innovation.
And, we’ve reduced material usage by 25% in its development, showing how smart design can drive environmental benefits.
We are already reusing and recycling plastic waste in our factories, but we know we have so much further to go.
Our Goal
Investing in circular product design and resource conservation to support future generations.
Product Design
Achieve preferred materials across all products by 2030, ensuring all materials are responsibly sourced. Preferred materials for products are fibres or raw materials that are environmentally and socially better than conventional products.
Lifecycle Impact
Reduce material usage by 20% across product lines by 2030 to conserve resources.
Circular Models
Launch a comprehensive circularity program by 2025, extending product lifespans and ensuring reuse or recycling options.
How we’re turning our vision into reality.
Our circularity strategy embraces the principles of the 10 R’s of Circular Economy,
embedding them into every stage of product development.
Product Design
Design out waste.
Refuse, rethink, reduce.
Product Usage
Extend lifespan of
materials in product.
Refuse, repair, refurbish,
remanufacture, repurpose.
Product End of Life
Create value from
"waste" materials
Recycle, recovery.
Product Design
- During 2024 we’ve developed our materials guidelines for products and packaging, so we can get clarity on our position on plastics and alternative materials. And while we are already using some preferred materials (alternative and less impactful) across some of our product ranges, in 2025 we will launch our first product aligned with new our approach.
- In 2025, we aim to complete the elimination of single-use packaging materials.
- By 2026, we aim to have identified and created a roadmap to remove all single-use plastics from our products.
- By 2028, we will increase the use of recycled content and alternative materials in our products by 50%.
Lifecycle Impact
- During 2025 we will measure and assess the impact of our products across each category and identify opportunities to reduce impacts across the entire lifecycle.
- We will deliver the 20% material reduction through product optimisation starting from the development cycle. This will be supported through the completion of product lifecycle assessments with the findings used to build our resource conservation roadmap for delivery from 2025.
- We are identifying opportunities to reduce the energy usage of our products across the Tommee Tippee portfolio by 2030.
Circular Models
- In 2024, we undertook research in partnership with Leeds University to identify best practice around delivering circular business models in the baby industry and by 2025 we intend to implement a framework to deliver our own Circularity Program.
- From 2025, we will start to offer spare parts and accessories that that extend the life of our products.
At Tommee Tippee, product circularity is not just a goal—it’s a movement to create
sustainable, intuitive parenting solutions that work smarter for families and the planet alike.
Get in touch with us at planet-care@mayborngroup.com
Product Circularity Success
96% of our packaging is single-use plastic free.
We recognise that as a business, we primarily make plastic products, and we are concerned about where they’re ending up. To address this, we’re committed to reducing our impact on plastic pollution.
We have already removed over 500 tonnes of single-use plastic from our product packaging, resulting in 96% of our packaging being single-use plastic free. To achieve this, we have made changes like removing the use of polystyrene non-reusable packaging on our soothers, to providing them in a polypropylene recyclable, reusable sterilising and storage case.
Our Twist & Click Nappy Bin.
Our award-winning Twist & Click disposal bin uses 100% recycled and recyclable chassis (which can be recycled where the infrastructure exists). It also incorporates a minimum of 20% recycled plastic film. As part of our product development roadmap, we are also committed to resource conservation, and have achieved a 25% reduction in material usage for this disposal system.
Awards.
Our commitment to reducing the impact of our products and their packaging has been recognised by several external organisations.
In 2024, we won the award for ‘Delivering Positive Change in the Reduction of Single-use Plastics’ at the Sustain Chain Awards, as well as the ‘Contribution to Innovation Award’ at the Supply Chain Management Awards. In 2023, we won the ‘Sustainable Packaging’ and ‘Plastic Reduction and Recycling’ Awards at the National Sustainability Awards.