Costa will recycle any takeaway coffee cup – from its own branches or those of its competitors – in a new campaign, launching this week.
The coffee chain's pledge follows quite a hoo-ha about how and if paper cups are recycled, with Hubbub and Hugh Fearnley-Whittingstall leading campaigns to encourage high street brands to do more.
At the moment, according to Hubbub, up to 7 million coffee cups are thrown away every day in the UK, with less than one per cent recycled.
Over 2,000 Costa branches across the UK are taking part in the new scheme, which will see cups collected and transported to specialist waste processing plants.
Furthermore, Costa will knock 25p off a 'handcrafted' hot or cold drink (as in, not pre-bottled) for customers bringing in their own reusable cup. The brand will also introduce its own reusable cups in April – the Costa Foundation Travel Mug (£9.95), which will include a £1 donation to the Costa Foundation, and the Costa Reusable Red Cup (£3).