April 28, 2025 (Packaging News) –
Keep Wales Tidy has launched a ground-breaking AI-based pilot initiative to tackle paper cup waste in Cardiff city centre.
Working with the National Cup Recycling Scheme and waste sorting app Bower, the three-month pilot will enable residents, visitors and commuters in Cardiff, to recycle their used paper cups at participating Caffè Nero, Costa Coffee, Greggs, McDonald’s and Pret a Manger stores in return for a 5p reward.
Customers purchasing drinks in paper cups from these retailers can download the Bower app, scan their cup with the AI photoscanner, and return it to a participating store for recycling.
Each returned cup earns a 5p reward via the app, incentivising disposal and ensuring the cups are fully recycled.
The initiative is a collaboration between competing brands; single-use cups remain a significant challenge, with the UK disposing of an estimated 2.5 billion paper cups annually – many ending up as litter or in landfill due to improper recycling.
Few consumers are aware that paper cups cannot be recycled within regular recycling, however, specialist cup recycling is possible.
Most paper cups are made from high-quality fibre, which can be recycled multiple times into new products, including paper packaging for brands such as Mulberry, Selfridges, and Hallmark cards.
The plastic lining is separated and repurposed in Wales into items such as garden furniture and cable ties, while the fibres are processed at a specialist paper mill in the Lake District.
Owen Derbyshire, chief executive, Keep Wales Tidy, said: “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.
Hannah Osman, National Cup Recycling Manager, Valpak, said: “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.”
Berfin Mert, co-founder, Bower, added: “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.”
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