Paper cups from McDonald's, Greggs, Pret a Manger, Costa Coffee, and Caffè Nero can now be recycled through a groundbreaking AI-based recycling trial in Cardiff, initiated by the National Cup Recycling Scheme, Keep Wales Tidy, and Bower. In the UK, it is estimated that 2.5 billion paper cups are discarded each year, with many ending up in landfills or becoming litter due to improper recycling.
Source: PackagingEurope
A previous report from Valpak, commissioned by WRAP, assesses the market for fibre-based composite cups and concludes that the UK has the capability to recycle all paper cups sold in its market.
In response to this challenge, Bower has adapted its recycling reward technology to identify paper cups. While traditional barcode systems categorize packaging by type, Bower's method employs photographic detection. This requires consumers to download the app and scan their cups for a 5p reward per cup.
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 get rewarded for their good acts. This collaboration showcases how technology, brands and communities can come together to tackle waste and drive real environmental change.
Bower’s co-founder, Berfin Mert
Valpak notes that most fibre-composite cups are made from high-quality fibre, and during recycling, the paper cup and plastic lining will be separated. The fibres will be processed at a specialized paper mill in the Lake District, recycled multiple times, and transformed into paper packaging for brands like Mulberry, Selfridges, and Hallmark cards. Meanwhile, the plastic lining will be repurposed into items such as garden furniture and cable ties.
This project aims not only to enhance recycling awareness but also to collect data for future analysis. Users of the Bower app will participate in surveys conducted by Valpak; Bower will provide demographic insights and track app usage to better understand consumer engagement. Participating brands will also receive feedback on the recycling rates of their cups in both their stores and others.
In addition, Keep Wales Tidy is conducting surveys for store staff and on social media. They are promoting awareness through posters and point-of-sale displays in stores, as well as on screens in public areas like high streets and train stations. They will also perform bin composition analysis.
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 working together across industries and engaging the public, we can reduce litter, keep valuable materials in circulation, and move towards a more sustainable future for Wales.
CEO Owen Derbyshire
The paper cup recycling initiative is funded by a joint fund created through the National Cup Recycling Scheme, managed by Valpak.
This news comes as Polytag announces it has achieved real-time traceability for 146,000 tonnes of plastic packaging waste by incorporating Plastic Detection Units at its material recycling facilities located in Conwy, Gwynedd, Pembrokeshire, and Anglesey. These units can scan invisible UV tags embedded in packaging labels, providing brands with visibility regarding their recycled packaging.
Earlier this year, Costa Coffee and Caffè Nero were identified as participants in the Borrow Cup project, a returnable cup initiative taking place in Glasgow, organized by Hubbub and Reposit. The app will utilize tracking and measurements to assess the environmental and financial viability of the system, with Carbon Bright evaluating its ecological impact.
