Little Creatures Brewery in London has taken a bold step towards a more sustainable future, by commissioning a bespoke design of the Frugal Cup.

According to a report by the World Wildlife Fund (WWF) and Eunomia Research & Consulting, the UK is set to throw away a third more single-use coffee cups than at present by 2030. Designed specifically to combat this, the ‘Frugal Cup’ offers an environmentally friendly solution for cafes and consumers seeking an alternative to non-recyclable disposable cups. Fully recyclable and made from 96% recycled materials, the Frugal Cup consists of two elements that separate so both the paperboard and food-grade liner can be easily recycled during the standard recycling process.

The new cups are available now in Little Creatures’ recently opened King’s Cross venue, featuring a brand-new taproom and restaurant as the ultimate craft beer destination. The beauty of the taproom, although a fully functioning brewery, is that it’s not just about the beer. Embracing the much-lauded Aussie hospitality, there is a comprehensive selection of food on offer, including an all-day brunch and coffee. Customers will be able to purchase coffee to go in sustainable Frugal Cups, as well as enjoying a caffeine hit in the bespoke designed cups during free coffee and yoga sessions on Friday mornings.

Krzysztof Bandel, Venue Manager from Little Creatures said:

“Introducing the Frugal Cup to our new Regent’s Canal venue for takeaway hot drinks was an important step to ensure we’re staying true to the brand’s eco-friendly credentials. While craft beer is at the heart of our menu, we pride ourselves in our extensive coffee selection and since this is a popular choice for many our visitors, we wanted to make sure we were providing a truly recyclable option made from recycled paper. We’re right behind the #getFrugal campaign and encourage other outlets to check out the Frugal Cup!”

Malcolm Waugh, CEO of Frugalpac, said:

“When Little Creatures approached us to produce a personalised design, we were delighted. The dynamic venue has a loyal following so we’re excited to have them onboard as a pioneer of the #getFrugal campaign in the heart of the capital. Together we intend to shift industry wide attitudes, with the aim of working towards an environmentally sustainable economy through fully recyclable cups that can be disposed of in any paper bin.”