US-based coffee company Starbucks has unveiled a new paper cup recycling bin to help reduce waste.
The new bin will initially be available across 21 Starbucks shops in London, UK, by January 2017.
Starbucks is conducting an in-house trial of the bin in collaboration with waste management provider Veolia.
The bin was developed to encourage people to return their take-away cups to the shop for disposal in its waste collection system.
Starbucks Europe communications vice-president Simon Redfern said: “This is a complex but important issue across the industry.
“While we continue to test new paper cup innovations that meet our safety standards, we can address this issue in two ways; reducing the number of paper cups used by offering our long-standing 25p reusable cup discount incentive and finding new ways to help customers recycle their paper cups.
“Our message to customers is: please bring in your reusable cup and enjoy a 25p discount – or if you’re enjoying a coffee in a paper cup in Central and West London please bring it into our stores and help us test our new cup bins because the more you support these initiatives, the more we’ll learn.”
The company noted that its customers can also recycle their paper cups through Veolia's ‘post-back’ cup care scheme.
Starbucks currently has more than 15,000 shops across 50 countries.