From today (22 April 2025), consumers will be able to earn back 5p for every paper cup they return to participating stores in the city centre.
The scheme will be run through waste sorting app Bower and will be live until 22 July 2025.
The three-month pilot includes Caffè Nero, Costa Coffee, Greggs, McDonald’s and Pret a Manger.
Consumers will be required to download the Bower app and scan their paper cup using its AI photoscanner before returning the cup to participating stores for recycling.
Bower works with over 550 brands and has 700,000 users worldwide.
The app can be downloaded via Google Play and App Store.
The UK disposes of an estimated 2.5 billion paper cups every year with many of them ending up as litter or in landfill.
Keep Wales Tidy said that few consumers are aware that paper cups cannot be recycled alongside regular recycling.
However, through specialist recycling means, most paper cups can be recycled multiple times into new products including paper packaging for brands such as Mulberry, Selfridges and Hallmark.
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.”
Berfin Mert, co-found at Bower, added: “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.”
Participating stores
The following Cardiff stores are participating in the pilot scheme:
- 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
The National Cup Recycling Scheme
The National Cup Recycling Scheme was created in 2018 by Valpak in an effort to increase cup recycling across the UK.
The scheme funds incentives for waste collectors and to make 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.”
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