Cardiff’s consumers can earn 5p for every paper cup they return to store in new city centre campaign.
A groundbreaking AI-based pilot initiative to tackle paper cup waste launches in Cardiff city centre today, as Keep Wales Tidy partners with the National Cup Recycling Scheme and innovative waste sorting app, Bower.
The three-month pilot will enable residents, visitors and commuters in Cardiff, to recycle their used paper cups at participating Caffè Nero, Costa Coffee, Greggs, McDonald’s and Pret a Manger stores in return for a 5p reward.
Customers purchasing drinks in paper cups from these retailers can download the Bower app, scan their cup with the AI photoscanner, and return it to a participating store for proper recycling. Each returned cup earns a 5p reward via the app, incentivising disposal and ensuring the cups are fully recycled.
The initiative is a unique collaboration between competing brands, uniting in the fight against landfill waste. 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 ending up as litter or in landfill due to improper recycling.
Few consumers are aware that paper cups cannot be recycled within regular recycling, however specialist cup recycling is possible. Most paper cups are made from high-quality fibre, which can be recycled multiple times into new products, including 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.
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.
Hannah Osman, National Cup Recycling Manager at Valpak said:
“We are thrilled to support this innovative initiative, which makes cup recycling easier and more rewarding for Cardiff residents. 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.”
Bower, an award-winning waste sorting app works with over 550 brands and has 700,000 users worldwide. Its technology will help track participation in the scheme and reward Cardiff residents for helping create a cleaner, greener city. The app can be downloaded via Google Play and App Store.
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.”
The pilot runs from 22 April for three months, giving Cardiff residents and visitors the opportunity to take part in a pioneering recycling initiative. Simply download the Bower app, scan, return, and earn rewards while helping to keep Wales tidy.
See full list of participating sites:
- Caffe Nero, St David’s Shopping Centre
- Caffe Nero, Trinity St
- Costa Coffee, The Hayes
- Costa Coffee, St David’s Shopping Centre
- Costa Coffee, Queen St
- Costa Coffee, Park Place
- Costa Coffee, Cardiff Central Train Station
- Greggs, Central Square
- Greggs, The Hayes
- Greggs, Caroline St
- Greggs, St David’s Shopping Centre
- Greggs, St Marys St
- Greggs, 34 Queen St
- Greggs, 140 Queen St
- Greggs, Park Place
- Greggs, Cardiff University Park Place
- McDonald’s, St Marys St
- McDonald’s, Queen St
- Pret a Manger, Central Square
- Pret a Manger, St David’s Shopping Centre
