AI-Powered Trial Launches to Boost Paper Cup Recycling

The United Kingdom launched a three-month pilot scheme aimed at improving paper cup recycling in Cardiff, Wales. The initiative, supported by the National Cup Recycling Scheme, uses AI-powered technology to reward consumers for recycling used cups at participating chains, including Costa Coffee, McDonald’s, Pret a Manger, Greggs, and Caffè Nero.

The program is funded through a joint fund managed by Valpak and features technology from waste sorting app Bower. The system enables users to scan used cups using AI-based photographic detection developed in collaboration with Google. Consumers are rewarded with £0.05 (US$0.06) per cup, without needing barcodes or QR codes.

“This pilot 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,” said Darren Hughes, Waste and Recycling Specialist, Costa Coffee. 

The UK discards approximately 2.5 billion paper cups annually. Despite these being made of high-quality fiber and suitable for recycling, only 2.8% were recycled in 2019, according to Valpak. The country has several facilities capable of processing polyethene-lined paper cups, yet improper recycling has sent most to landfills.

Hannah Osman, National Cup Recycling Manager, Valpak, emphasized the importance of collaboration. “By funding this project, we are helping to drive real change in consumer recycling habits while ensuring valuable cup materials are kept in circulation,” she said.

The pilot aims not only to divert cups from landfills but also to collect data for future improvements. Bower will track user demographics and engagement through its app. Valpak and Keep Wales Tidy will run surveys to assess public participation and awareness, while brands will receive data on how many of their cups are returned, even at competitor locations.

The cup components will be processed separately: fibers will be sent to a specialist mill in the Lake District for reuse in packaging for brands such as Mulberry and Hallmark, while the plastic lining will be repurposed into products like garden furniture and cable ties.

Keep Wales Tidy is spearheading a public awareness campaign with store signage, street displays, and digital screens. “This scheme is a fantastic opportunity for Cardiff to lead the way in paper cup recycling. By working together across industries and engaging the public, we can reduce litter and move toward a more sustainable future for Wales,” said Owen Derbyshire, CEO, Keep Wales Tidy. Berfin Mert, Co-Founder, Bower, noted the potential for broader impact. “This collaboration showcases how technology, brands and communities can come together to tackle waste and drive real environmental change,” he stated.

This trial follows recent efforts such as the Borrow Cup project in Glasgow, which explored returnable cup systems, and Polytag’s rollout of real-time plastic waste traceability via UV-tag detection in several Welsh recycling facilities.