Paper cups from McDonald’s, Greggs, Pret a Manger, Costa Coffee, and Caffè Nero can now be recycled via a ‘world-first’ AI-based recycling trial run in Cardiff by the National Cup Recycling Scheme, Keep Wales Tidy, and Bower.
It is estimated that 2.5 billion paper cups are thrown away in the UK annually, with improper recycling condemning many to enter landfill or become litter.
Yet a previous report from Valpak, commissioned by WRAP, evaluates the market situation for fibre-based composite cups and concludes that the UK has the capacity to recycle all the paper cups placed on its market.
In response, Bower’s recycling reward technology has been adapted to screen paper cups. Whereas traditional bar code systems identify packaging by type, Bower’s cup analysis uses photographic detection; it requires consumers to download its app and scan their returns 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,” explained Bower’s co-founder, Berfin Mert. “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.”
Positing that most fibre-composite cups are made from high-quality fibre, Valpak explains that the paper cup and plastic lining will be separated during the recycling process. The fibres will be processed at a specialist paper mill in the Lake District, then recycled ‘multiple times’ to create paper packaging for brands like Mulberry, Selfridges, and Hallmark cards. The plastic lining is set to be repurposed into garden furniture, cable ties, and other items.
The project is intended to raise awareness around recycling, but also to gather data for future reference. Users of the Bower app will be presented with surveys run by Valpak; Bower will provide demographic data and track app usage to learn more about consumer engagement, and participating brands will receive information on how many of their cups are being recycled in their own and other brand stores.
Meanwhile, Keep Wales Tidy has organized surveys for store staff and social media; it is also running an awareness-raising campaign through posters and point-of-sale show cards in stores, as well as screens on the high street and at train stations. It will also conduct bin composition analysis.
“At Keep Wales Tidy, we’re always looking for innovative ways to tackle waste and protect our environment,” said CEO Owen Derbyshire. “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.”
“As a founding member of the National Cup Recycling Scheme, Costa Coffee is committed to increasing cup recycling across the UK,” continued Darren Hughes, waste and recycling specialist at Costa Coffee. “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.”
“As outlined in The Greggs Pledge, we’re committed to reducing waste and making it easier for our customers to recycle,” stated Paul Irwin-Rhodes, head of Sustainability & SHE at Greggs. “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.”
The paper cup recycling initiative is financed by a joint fund established through the National Cup Recycling Scheme, which is administered by Valpak.
“By funding this project, we are helping to drive real change in consumer recycling habits while ensuring valuable cup materials are kept in circulation,” said Hannah Osman, national cup recycling manager at Valpak. “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.”
The news comes as Polytag claims to have unlocked real-time traceability for 146,000 tonnes of plastic packaging waste by integrating Plastic Detection Units at its material recycling facilities in Conwy, Gwynedd, Pembrokeshire, and Anglesey. By scanning invisible UV tags embedded in a pack’s label artwork, the units are expected to offer brands data visibility for their recycled packaging.
Earlier this year, Costa Coffee and Caffè Nero were among the brands revealed as participants in the Borrow Cup project, a returnable cup initiative conducted in Glasgow by Hubbub and Reposit. The app will use tracking and measurements to evaluate how the system could become environmentally and financially viable, with Carbon Bright helping assess the environmental impact of this system.
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