Cornish Company Circular&Co. Partners to Launch World’s Easiest Returnable Cup System

Pioneering Partnership Launches World’s Most Convenient Returnable Cup Solution

In a significant step towards sustainability, Perranporth-based sustainable drinkware specialist Circular&Co. has teamed up with Danish food and drink tech startup kleen hub to introduce the world’s simplest and most cost-effective returnable cup system: TAP&REUSE™.

A Simple, Cost-Effective Solution

TAP&REUSE™ offers a straightforward, affordable way for businesses to adopt returnable cup systems, aiming to reduce the use of single-use cups. Designed with user convenience in mind, the system requires no deposit or app, making it easily accessible for a wide variety of businesses.

Adam Trethewy, Commercial Lead at Circular&Co., emphasised the importance of convenience in ensuring high adoption and return rates: “With ambitious corporate ESG policies and impending legislation challenging organisations to find new ways to reduce their carbon footprint, TAP&REUSE™ can make a monumental difference to a business’s sustainability credentials and bottom-line costs. The future for these businesses is returnable and we’re eager to help a variety of businesses to adopt this concept at scale.”

How TAP&REUSE™ Works

The system is designed to be as user-friendly as possible. Users borrow a cup by simply tapping their card or phone, without any holding payment being placed on their credit or debit card. A charge is only applied if the cup is not returned within a specified period.

The TAP&REUSE™ smartphone edition is a low-cost solution ideal for high-footfall locations such as cafés, attractions, events, universities, and corporate buildings. Implementation is straightforward, requiring only a smartphone and a portable card reader. Baristas or operators scan the returnable cup via a QR code at the point of purchase, prompting the customer to tap their card. When the cup is returned, a quick scan logs the return and removes any future transaction from the customer’s payment method.

Cups can be returned to a central bin or return point, with the ability to mass scan, count, register, and return all cups in one go, offering flexibility for businesses.

Enhanced Data Tracking and Sustainability

TAP&REUSE™ leverages RFID technology embedded in each cup, allowing businesses to track cup movements through an intelligent dashboard. This feature enhances CSR reporting and inventory management. Consumers benefit from the ability to scan the cup’s QR code to check return deadlines and locate nearby return points.

The system’s cups are designed for durability, capable of being washed and reused at least 1,000 times, while maintaining a carbon footprint equivalent to just two single-use paper cups. This makes every drink served after the second use carbon-negative.

Expanding Reach and Impact

Initially piloted at the Roskilde Festival, the free-to-use system is being adapted for the Brazilian market, where it will be installed at the 73,000-seater Maracanã Stadium in Rio de Janeiro. This installation is expected to save 315,000 single-use cups per week.

Robert Dichtl, CEO & Co-Founder of kleen hub, expressed excitement about the UK launch: “We are excited to bring TAP&REUSE™ to the UK market in collaboration with Circular&Co. Our innovative approach simplifies the transition to reusables, making the process straightforward and cost-effective. We have developed the most convenient solution for the market to date and are eager to scale this to the UK and Ireland.”

For more information, visit Circular&Co.’s TAP&REUSE™ page.

This partnership between Circular&Co. and kleen hub marks a significant milestone in the quest for sustainability, offering a practical and scalable solution to the global challenge of reducing single-use cups.