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Cup Club

Powering Food Packaging

Photo of Safia Qureshi
8 6

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Cup Club aims to reduce 40% of consumer waste in the food & beverage sector: replacing single-use disposable packaging with multi-use smart packaging, and the network infrastructure for people to return it when convenient—to be washed and reused. 

Idea Title

Smart food packaging for retail brands.

Company / Organization Name

Cup Club


Where are you / your team located?

London, UK

How does this Idea redesign unrecyclable small format plastic items that often end up as waste?

We have built multi-use smart food packaging, and the network infrastructure for people to return it when convenient—to be washed and reused.

Which use cases does your Idea apply to?

Use case 3 and beyond. Our product and platform is an infrastructure that supports city scale deployment of returnable food packaging for retailers in the food and beverage industry.

In what geographical context or area does your Idea plan to operate / solve?

London, Manchester, Edinburgh, New York, Chicago, LA, Shanghai and Beijing

How do you envision scaling up your Idea?

We are scaling up by building initially a network of drop points within participating cafe sites through critical mass, working first across cafes in education buildings, offices and high street retail. Our focus has been to initially target catering companies operating across Education and Offices. Our vision has been to establish the product and brand in youth across education, following them to offices and then retail.

At what stage of development is your Idea?

  • Full-scale roll-out: You have developed a pilot, tested, and analyzed the impact of that pilot as it pertains to the problem scope. You are ready to expand the pilot significantly and begin to scale.

Please describe how becoming a Top Idea and working with the Think Beyond Plastics Accelerator Program will help to accelerate your solution.

We have already developed our smart food packaging products in the UK and are now building our smart product platform. We are looking now to build further partnerships to deploy at city scale in the UK focusing on the coffee industry and expanding to other product categories. The accelerator program will help us develop relationships with industry globally to establish a universal identity for returnable food packaging (our logo.)

Please describe from where your Idea emerged

Incubated and formed initially at Studiodtale [] and then launched as a startup. We used the IDEO methodology to track developments through the inspiration, ideation and implementation stages of development.

Tell us about your work experience

We are a group of Architects, Industrial Designers, Technologists, Data Scientists and Business Strategy experts.

Please describe your legal and organizational structure

UK Registered Limited Company


Join the conversation:

Photo of Lauren Ito

Hi Safia Qureshi 

As Refinement Phase quickly comes to a close in LESS THAN 8 HOURS, I want to remind you that the following must be submitted by tonight, August 31st at 11:30 p.m. Pacific Time.

1. Submit the Refinement Questions Form online that was sent again via email yesterday evening--we have not yet received this from you. These questions are mandatory for Top Ideas consideration, so this should be your first priority in the final stretch.

2. A secondary priority, which is optional, is to update your Refinement Phase post. I see you've already updated your concept on the platform. But please share any additional information, photos, and documentation of your progress throughout this Phase!

Looking forward to reviewing and celebrating the amazing work you've achieved this Refinement Phase!

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