Pure doubles reusable cup discount for its tenth anniversary

Since the rollout, usage of reusable cups increased by 810%.

London food-to-go brand Pure has doubled its reusable cup discount in celebration of its 10th anniversary.

Customers who will buy a hot drink from any of Pure’s 20 London shops can save £1 by using a reusable cup. Reusable and collapsible cups are also sold in the stores for £9.95, with the brand filling the first cup for free upon use.

“We set an ambitious target of getting 10% of our customers using a reusable cup. Within a year, we are now at almost 11% and we are now aiming for 15% by the end of 2019,” Pure co-founder Spencer Craig said in a statement.

“All of the Pure team use reusable cups and this year alone our business will save over 350,000 hot drink cups. We are really proud of our customers and team for their enthusiasm in embracing reusable cups and we’re delighted to double our discount to £1.00 this week to celebrate 10 years of Pure.”