Starbucks to trial paper cup charge in 25 London stores

The brand will trial and promote a 5p cup charge in 25 central London stores.

In a statement, Starbucks said, "We recognise that there is growing concern about the number of single-use paper cups being used and that our customers are interested in ways that we can help them reduce, reuse and recycle.

To that end we will be exploring the impact that a cup charge may have in changing behaviour in addition to the measures we, and the whole industry, are taking on cup recycling. We will investigate the impact of a 5p charge on a paper cup, coupled with prominent marketing of reusable cups, on customer behaviour.|

The trial will begin in February and will last for three months. All the money raised by the cup charge will be donated to environmental charity and behaviour change experts, Hubbub who will use the funds to run a comprehensive behaviour change study.