New paper cup recycling scheme powered by AI | 12-05-2025 |

Hot on the heels of the Borrow Cup project in Glasgow (AIPIA Newsletter 05.02.25) comes a ‘pioneering’  AI technology to help consumers in Cardiff  tackle paper cup waste. The three-month trial which began in late April –  is organized by the National Cup Recycling Scheme, Keep Wales Tidy and innovative waste sorting app Bower – rewards the city’s 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, it explains. Consumers download the Bower app to scan their returns and claim a 5p reward per cup. Funding for the project comes from a joint fund set up through the National Cup Recycling Scheme, which is administered by Valpak

Darren Hughes, waste and recycling specialist at Costa Coffee, said, “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.”

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 organized 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 participating brand stores.

Hannah Osman, national cup recycling manager at Valpak, highlighted the potential to scale the project up. She said, “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.”

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 material, which can be recycled multiple times into new products. The plastic lining is separated and repurposed in Wales into items such as garden furniture and cable ties.

Paul Irwin-Rhodes, head of sustainability & SHE at Greggs said, “ 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.” 

Berfin Mert, co-founder at Bower commented, “Thanks to the AI object detection technology, developed in collaboration with Google, consumers can instantly identify and recycle their paper cups and get rewarded. This collaboration showcases how technology, brands and communities can come together to tackle waste and drive real environmental change.”

ALL THIS AT AIPIA CONGRESS 2025 AMSTERDAM