AI-powered paper cup recycling trial launches in Cardiff

A new pilot scheme using artificial intelligence to improve paper cup recycling has launched in Cardiff city centre. The three-month initiative is being led by Keep Wales Tidy in collaboration with the National Cup Recycling Scheme and waste-sorting technology provider, Bower.

The project allows people in Cardiff to recycle their used paper cups at selected branches of Caffè Nero, Costa Coffee, Greggs, McDonald’s, and Pret a Manger. In return, participants will receive a 5p reward for each cup recycled through the Bower app.

Customers purchasing hot drinks in paper cups from participating retailers can use the Bower app to scan their cup using an AI-driven photoscanner. Once scanned, the cup can be returned to a designated in-store recycling point, where it is collected and sent for specialist recycling.

The trial is notable for its collaborative approach, bringing together rival high street brands in a joint effort to address the challenge of single-use cup waste. Although reusable cups are becoming more common, single-use paper cups remain a major source of waste. Around 2.5 billion paper cups are estimated to be discarded in the UK each year, many of which end up in landfill or as litter due to limited access to appropriate recycling facilities.

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.

A key aim of the pilot is to raise awareness that paper cups are not suitable for standard recycling streams. However, when properly collected and processed, the high-quality fibre used in most paper cups can be recycled multiple times. These fibres are used to produce new items such as branded paper packaging, greetings cards, and luxury gift wrap. The plastic lining, meanwhile, is separated and reused in Wales to manufacture items like garden furniture and cable ties. The fibre recovery process takes place at a specialist mill located in the Lake District.

A full list of participating locations is available on the Keep Wales Tidy website: keepwalestidy.cymru