World-first AI-based paper cup recycling initiative launches in Cardiff

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.

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Paul Irwin-Rhodes, Head of Sustainability & SHE at Greggs said:
“As outlined in The Greggs Pledge, we’re committed to reducing waste and making it easier for our customers to recycle. 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.” 

Owen Derbyshire, CEO of Keep Wales Tidy said: “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.”

The National Cup Recycling Scheme, established in 2018, is an industry-led effort designed to increase cup recycling across the UK by funding incentives for waste collectors and making it easier for businesses and consumers to recycle responsibly. 

Berfin Mert, Co-founder at Bower said:

“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.”

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Editors notes

·      Keep Wales Tidy is Wales’ leading environmental charity working to protect the Welsh environment now and for the future. Visit our website for more information: http://www.keepwalestidy.cymru 

·      The National Cup Recycling Scheme was launched in 2018 by Valpak Ltd and Costa Coffee, to boost UK paper cup recycling. It unites major retailers including Caffè Nero, Costa Coffee, Greggs, McDonald’s, Pret A Manger, Lavazza Professional and Burger King, to fund the collection and recycling of paper cups. By incentivising waste collectors and supporting new recycling initiatives, the scheme continues evolving to improve accessibility and effectiveness nationwide. www.cuprecyclingscheme.co.uk

·      Bower is a Swedish app that rewards people for recycling. With over 700,000 users, and endorsed by over 600 global and local brands, such as Mondeléz International, P&G, Unilever and Nestlé, Bower has helped incentivize the recycling of over 140 million packages since 2019. Backe by Google.org, Bower last year launched the world’s first AI app for instantly identifying and recycling trash, that allows anyone with a smartphone to help fight the growing waste crisis. Founded by brother and sister Suwar Mert (CEO) and Berfin Roza Mert (COO), the company employs a team of 18 people and is based in Stockholm. www.getbower.com

·      Valpak’s mission is to create a sustainable, waste-free world. We are driven, not by today. We are driven by tomorrow.

·      We help our clients to reduce waste and recycle more, continually innovating and using leading data science and expertise to inspire businesses, help push ourselves – and our industry – forward. We don’t just show our customers how to navigate waste regulations; we help them become more sustainable, through our ever-increasing capabilities and pioneering innovations. 

·      Valpak is the largest environmental compliance scheme in the UK. We work with major names, such as Aldi, Tesco, ASOS, and Miele, and manages compliance for more than 2,000 businesses. In 2022, it celebrated its 25th anniversary.

·      Valpak is part of Reconomy, an international circular economy specialist that combines technology, skills and incredible people to build sustainability ‘loops’ that create circular opportunities for business. This is achieved through a tech enabled, people-powered approach that helps Reconomy’s customers to better manage their resources, reduce waste, optimise their supply chains, and contribute in a meaningful way towards the circular economy.

·      Valpak services include:

o   Compliance under Waste Packaging, WEEE, and Battery Directives.

o   Data insights.

o   International compliance.

o   Consultancy.

o   Accreditation under environmental schemes, such as Zero Waste to Landfill. 

Valpak invests in pioneering systems and expertise which enable its customers to analyse, assess and improve product design. The Product Data Hub, Insight Platform and dedicated teams work together to drive change.