Innovative AI technology is equipping consumers in Cardiff to combat paper cup waste effectively. This ambitious three-month trial, initiated by the National Cup Recycling Scheme, Keep Wales Tidy, and the cutting-edge waste sorting app Bower, intends to incentivize Cardiff consumers for recycling their used paper cups at popular outlets such as Caffè Nero, Costa Coffee, Greggs, McDonald’s, and Pret a Manger.
Bower has uniquely tailored its recycling reward technology, creating the world’s first dedicated screening for paper cups. Unlike traditional bar code systems that classify packaging types, Bower’s novel cup analysis employs photographic detection. Consumers simply download the Bower app to scan their returns and earn a 5p reward for each recycled cup.
Darren Hughes, Waste and Recycling Specialist at Costa Coffee, expressed enthusiasm for the trial, stating: “As a founding member of the National Cup Recycling Scheme, Costa Coffee is committed to increasing cup recycling across the UK. This pilot with Bower is an exciting opportunity to test new ways to engage customers and reward them for recycling their cups. By working together with our partners, we can continue to innovate and find practical solutions that make recycling easier and more accessible for everyone.”
Funding for this project originates from a collaborative fund established by the National Cup Recycling Scheme and is administered by Valpak.
The initiative aims not only to boost recycling awareness but also to compile data for future analysis. Valpak is conducting surveys targeting Bower app users, while Keep Wales Tidy has orchestrated social media outreach, staff surveys, and bin composition analysis. Furthermore, Bower will deliver demographic insights and monitor app usage, highlighting how effectively consumers engage with the recycling process. Participating brands will also gain valuable insights into the volume of cups being recycled, both in their own stores and across other brands.
In support of this initiative, Keep Wales Tidy has launched a comprehensive awareness campaign that features screens at train stations and high street locations, alongside posters and point-of-sale materials in participating stores.
Hannah Osman, National Cup Recycling Manager at Valpak, underscored the project’s scalability potential. She emphasized: “By funding this project, we are helping to drive real change in consumer recycling habits while ensuring valuable cup materials are kept in circulation. Collaboration is key to tackling waste, and this pilot demonstrates how brands, technology, and communities can come together to create practical solutions that drive real environmental impact. We’re excited about the potential to expand this initiative, making it even easier for people across the UK to recycle their cups while earning rewards through Bower.”
Despite the increasing use of reusable cups, single-use cups continue to pose a significant challenge. The UK discards an estimated 2.5 billion paper cups annually, with many ending up as litter or in landfill due to inadequate recycling efforts. Importantly, most fiber-composite cups are crafted from high-quality materials, which can be recycled multiple times into new products; these include paper packaging for renowned brands such as Mulberry, Selfridges, and Hallmark. Additionally, the plastic lining is repurposed in Wales into garden furniture and cable ties, while the fiber itself is processed at specialized paper mills located in the Lake District.
In 2021, Valpak was commissioned by WRAP to analyze the market situation regarding fiber-composite cups. The report titled Single-use Cups and On-the-Go Fibre-composite Food Packaging confirmed that the UK possesses the capacity to recycle all paper cups placed in the market.
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Paul Irwin-Rhodes, Head of Sustainability & SHE at Greggs, remarked: “As outlined in The Greggs Pledge, we’re committed to reducing waste and making it easier for our customers to recycle. Being part of this initiative allows us to trial a simple and rewarding way for people to return their used cups while ensuring they are properly recycled. By working together with other brands and using technology like Bower, we can explore new, innovative solutions and drive positive change by increasing cup recycling, supporting a circular economy, and giving these materials a second life.”
Owen Derbyshire, CEO of Keep Wales Tidy, stated: “At Keep Wales Tidy, we’re always looking for innovative ways to tackle waste and protect our environment. This scheme is a fantastic opportunity for Cardiff to lead the way in paper cup recycling, showing how small actions—like returning a used cup—can add up to a big impact. By collaborating across industries and engaging the public, we can effectively reduce litter, maintain valuable materials in circulation, and move towards a more sustainable future for Wales.”
The National Cup Recycling Scheme, launched in 2018, serves as an industry-led initiative aimed at enhancing cup recycling throughout the UK by providing incentives for waste collectors and facilitating responsible recycling practices for businesses and consumers alike.
Berfin Mert, Co-founder at Bower, stated: “We’re excited to support Cardiff’s groundbreaking initiative, which features the world’s first paper cup recycling scheme powered by AI. Thanks to the AI object detection technology, developed in collaboration with Google, consumers can instantly identify and recycle their paper cups and receive rewards for their efforts. This collaboration exemplifies how technology, brands, and communities can unite to combat waste and foster significant environmental change.”