Britain's Costa Coffee has given an assurance to recycle half a billion coffee cups by the end of the year 2020, according to reports by Reuters in London.
Britain's biggest coffee shop chain has blamed its customers after its recycling scheme for takeaway cups flopped, with less than 3 per cent collected.
Costa Coffee is to pay a £70 per tonne supplement to coffee cup waste collectors to boost recycling rates from the current level of 14 million to 100 million this year.
Costa is responsible for 500 million cups a year - one fifth of the 2.5 billion total.
Costa said there was a misconception that coffee cups could not be recycled, and that while the process was more costly, it had reached agreements with five waste disposal firms to guarantee more cups would be recycled.
The idea is to make it "commercially and financially attractive" for waste collectors to put in place infrastructure to handle the cups - from installing collection points in offices and elsewhere, to sorting them and taking them to recycling plants.
Under the scheme 500m coffee cups a year would be recycled, including some sold by rivals, it said. The coffee cups recycled in Britain is very less, which is not even 1%.
Costa managing director Dominic Paul said: "By creating a market for cups as a valuable recyclable material, we are confident that we can transform the UK's ineffective and inconsistent "binfrastructure" to ensure hundreds of millions of cups get recycled every year".
It would also continue to work with cup manufacturers to minimise and eventually eliminate plastic in takeaway cups.
It said the recycling move would work alongside its efforts to encourage customers to use reusable cups, including a 25p discount for those who bring their own mugs. The plan could improve the market incentives for collection and recycling of the polypropylene lined paper cups.