A new pilot scheme aiming to boost paper cup recycling has launched in Cardiff city centre in Wales, UK.
The initiative is being led by Keep Wales Tidy, in partnership with the National Cup Recycling Scheme and app developer Bower.
It is claimed to be the world’s first programme to use AI to improve recycling efforts.
The pilot began on 22 April 2025 and will run for three months across central Cardiff. Consumers can return used paper cups to participating foodservice outlets for a 5p reward.
Among the participating outlets are Caffè Nero, Costa Coffee, Greggs, McDonald’s and Pret a Manger.
Customers are required to download the Bower app and scan their used cup using an AI photoscanner.
Once scanned, the cup must be returned to a participating store for it to be recycled correctly. Each returned cup earns a 5p incentive, credited directly through the app.
The scheme marks a new alliance between competing foodservice brands to address waste reduction. It aims to reduce the number of single-use cups sent to landfill or discarded as litter.
Currently, the UK disposes of an estimated 2.5 billion paper cups annually. Many consumers remain unaware that standard recycling bins cannot process paper cups, stated Keep Wales Tidy.
This is due to the plastic lining inside the cups, which requires specialist facilities. Specialist recycling allows both paper fibres and plastic linings to be reused.
Paper recovered from used cups is of high quality and suitable for multiple reuses. It can be repurposed into items such as packaging for luxury brands and greeting cards.
Plastic linings can be recycled in Wales into products such as furniture and cable ties. The fibres from returned cups can be processed at a dedicated paper mill in the Lake District.
The scheme forms part of broader efforts to build a more circular economy in the UK.
The National Cup Recycling Scheme was established in 2018 to improve cup recycling rates. It provides funding to support collection infrastructure and public engagement.
Keep Wales Tidy CEO Owen Derbyshire 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.”
