Coffeehouse multinational Starbucks will start a trial of its reusable Cup-Share initiative, which is aimed at reducing single-use plastic waste, in the UK, France and Germany over the coming months.

The Cup-Share initiative is part of its ongoing approach to encourage customers to use reusable cups and the programme will be rolled out across 43 countries by 2025.

Starbucks notes that all 3 840 of its stores in Europe, the Middle East and Africa (EMEA) will have implemented the initiative by that time.

As part of the initiative, Starbucks will implement a paper cup surcharge for those who do not use a reusable cup, while also offering a discount for those using reusable cups. It will also offer in-store ceramic cups.

The company says introducing a reusable Cup-Share initiative in EMEA is a key part of Starbucks' global commitment to reduce single-use cup waste and to achieve its goal of reducing waste by 50% by 2030.

“We have set an ambitious goal to be a resource-positive company and I believe we have a responsibility to give our customers new and unique options to integrate reusables in their day-to-day lives.

"While we have made great strides in reducing the number of single-use paper cups that leave our stores, there is more to be done and we must make reusability the only option long term,” says Starbucks EMEA president Duncan Moir.

As part of the trial, Starbucks will charge customers a small deposit for a new reusable cup for hot and cold beverages.

The cup uses patented foaming technology that results in a rigid and durable wall structure with up to 70% less plastic than current reusable cups.

In addition, this wall-structure provides insulation for hot and cold liquids, so that it can be used for hot and cold beverages without the need for any sleeve, helping to further reduce Starbucks' resource footprint.

Tested to last up to 30 times and available in three sizes, each cup uses an identifying number associated with the Starbucks reusable cup to the deposit paid. The customer will then be able to use their reusable and return it to Starbucks via a kiosk or at the point of sale.

Upon return, Starbucks will give the deposit back to the customer in the form of tender.