Starbucks has taken a significant step in its sustainability journey by launching a new, eco-friendly takeaway cup aimed at reducing waste across Europe. This innovative cup replaces the traditional plastic lining with a mineral-based coating and features a lid made from a fibre alternative. The new design not only boosts recyclability but also offers consumers a more sustainable option for their takeaway coffee.

The hot cup is certified to be home compostable and is constructed from traceable wood fibre sourced from northern European forests, underscoring the company's commitment to responsible sourcing. Central to its design is the patented Qwarzo coating, a silica-based innovation that provides waterproofing and heat resistance. This coating has been deemed food-safe by regulatory authorities since the 1960s, making it a reliable choice for food packaging. Developed in Brescia, Italy, and manufactured at Transcend’s facility in Ystrad Mynach, Wales, this cup epitomises a blend of innovation and sustainability.

Starbucks has partnered with the Ellen MacArthur Foundation, an organisation focused on accelerating the transition to a circular economy, to develop this product. Sander Dreyfut, Lead of Strategy & Thought Leadership for the Plastics Initiative at the Foundation, expressed optimism about Starbucks’ new initiative. He commended the company for progressing in the removal of difficult-to-recycle cups from its stores, stating, “In addition to promoting and incentivising the use of reusable cups, it’s great to see Starbucks investing in innovation for its paper takeaway cups and lids.” This commitment not only addresses immediate environmental concerns but also encourages a broader industry shift towards more sustainable practices.

Starbucks plans to roll out the new cups in a phased approach across selected European markets. Launching in May 2025, this initiative will kick off in ten countries including Italy, Germany, France, Sweden, Switzerland, and Austria, before expanding to the United Kingdom and Ireland later in the year. According to Duncan Moir, President of Starbucks EMEA, the new cup represents a significant breakthrough in sustainable packaging solutions: “Our hot cup solution is the first introduction of this emerging technology applied to a coffee cup at scale.”

This launch is part of Starbucks’ ongoing strategy to improve its environmental footprint, which includes not just innovations in cup design but also initiatives aimed at reducing single-use waste altogether. Starbucks plans to introduce a reusable Cup-Share program across all its 3,840 stores in Europe, the Middle East, and Africa by 2025. This programme will allow customers to rent reusable cups for a small deposit, encouraging a culture of sustainability while aiming to cut down on single-use plastics.

Given the mixed reception to compostable cups during trials in the United States, where customers have expressed concerns about usability, Starbucks has indicated a willingness to adapt its designs based on user feedback. This agility reflects the company's commitment to customer satisfaction while pursuing environmental goals.

Starbucks’ innovations, combined with its collaborations with various organisations, demonstrate its leadership in the movement toward sustainability in the coffee industry. With growing demands from consumers for environmentally friendly practices, this recent initiative marks a significant milestone, exemplifying how large corporations can help drive market change and cultural shifts toward sustainability.