Over 10 million cups upcycled to cut waste and drive circular solutions with McDonald’s
We have joined forces with McDonald’s Germany to give a second life to the chain’s drinking cups by upcycling them into a selection of children’s books, which accompany the restaurant’s Happy Meals.
Following almost a decade of collaboration in recycling cups with McDonald’s restaurants, we have been looking at ways to introduce closed loop initiatives with the fast-food retailer that transforms the paper cup materials into something new.
Using our game-changing CupCycling technology, the world’s first recycling process dedicated to upcycling take-away cups, the paper cups used in restaurants for drinks and soft ice creams have been given new life as seven different children’s books that come free with McDonald’s Happy Meals.
Each month, a new book is offered as an alternative to toys, and the books transform around 10.5 million cups from a waste stream from the company into a terrific educational resource.
The partnership was developed following McDonald’s pledge to reduce plastic and packaging waste and include renewable, recycled, or certified materials in 100% of sales packaging in all McDonald's restaurants worldwide by 2025.
Working with such a globally renowned brand to drive a circular solution that reduces waste has been incredibly exciting. We’re delighted to be part of McDonald’s commitment to sustainability and help the company reach its goals. Using our innovation and expertise we’ve been able to transform the cups that are used in their restaurants into something much more long-lasting.RICHARD BURNETT, RECOVERED FIBRE OPERATIONS MANAGER
As a business that has sustainability at its core, creating a second life for valuable resources and materials that are considered challenging to recycle is hugely rewarding for us. Each book aims to spark the natural curiosity children have about their environment, with an educational message about the importance of nature and conservation.
Throughout society, people are increasingly rediscovering a love of books and spending more time connecting with nature and green spaces. The collaboration adds another dimension to our well established publishing credentials, and is very much aligned to our sponsorship of the Wainwright Prize for writing on Nature and Conservation.
Already a global player in providing high quality coloured and bookbinding papers, our papers have been the choice of leading artists, writers and poets for publishing since 1845.