22 Apr. 2025: Pioneering AI technology is helping consumers in Cardiff to tackle paper cup waste. The three-month trial – launched by the National Cup Recycling Scheme, Keep Wales Tidy and innovative waste sorting app Bower – will reward Cardiff consumers for recycling used paper cups at Caffè Nero, Costa Coffee, Greggs, McDonald’s and Pret a Manger stores.
Bower has adapted its recycling reward technology to create the world’s first screening for cups. Unlike bar code systems which identify packaging types, Bower’s unique cup analysis uses photographic detection. Consumers download the Bower app to scan their returns and claim a 5p reward per cup.
Darren Hughes, Waste and Recycling Specialist at Costa Coffee, welcomed the trial, saying: “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 the project comes from a joint fund set up through the National Cup Recycling Scheme, which is administered by Valpak.
As well as raising awareness around recycling, the project aims to gather data for future use. Valpak is running surveys for Bower app users, while Keep Wales Tidy has organised social media and staff store surveys, as well as bin composition analysis. Bower will provide demographic data and track app usage to show how people are engaging, while participating brands will also receive insights into how many cups are being recycled in both their own and in other brand stores.
To support the initiative, Keep Wales Tidy is running an awareness-raising campaign, with screens at train stations and on the high street, and posters and point-of-sale show cards in stores.
Hannah Osman, National Cup Recycling Manager at Valpak, highlighted the potential to scale the project up. She 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. 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.”
While reusable cup use is increasing, single-use cups remain a significant challenge, with the UK disposing of an estimated 2.5 billion paper cups annually. Many end up as litter or in landfill due to improper recycling. However, the majority of fibre-composite cups are made from high-quality fibre, which can be recycled multiple times into new products, including into 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.
In 2021, Valpak was commissioned by WRAP to report on the market situation for fibre-composite cups. Single-use Cups and On-the-Go Fibre-composite Food Packaging found that the UK has capacity to recycle all of the paper cups placed on the market.