Dr Juice on Thursday unveiled Malta’s first fully circular reusable and recyclable cups that will be produced, used, and recycled on the island.

Paving the way to a more sustainable future, Dr Juice also announced it aspires to phase out single use plastics from its beverage business, saving on some 20 tons of packaging waste annually.

“We’re excited to introduce something we have been working on for quite some time: the Future Cup, Malta’s first truly circular beverage container that is produced, used, and recycled on the island.”

 “This is a big step - we are empowering our customers to make a tangible difference in reducing packaging waste,” said Dr Juice Founder and Managing Director, John Winfield.

-Taking on Packaging Waste: A Local Solution –

Food and beverage containers are among the greatest sources of waste today, with nearly 200 kg of packaging waste produced per person in the European Union each year.

In Malta, this translates to a staggering 100,000 tonnes of waste annually.

“Dr Juice is committed to doing something about this,” Winfield said.

Unlike other reusable containers available on the island, the Future Cup is produced in Malta, used in Malta, and fully recycled, right here in Malta, he explained.

This represents a significant shift towards a truly circular economy.

By choosing locally produced cups, customers not only reduce their carbon footprint but also contribute to a more sustainable packaging approach.

Winfield explained that the cups will be rolled out across all outlets as of Monday May 6, 2024.

–Phase 1: The Journey Begins–

Launching in May 2024, the initial pilot project introduces the Future Cup that will be available alongside the current line of single-use, compostable cups.

Customers can opt for sustainability by purchasing a reusable cup for just €1, with the added incentive of double points on the Dr Juice app.

“We’re committed to making a real difference, offering the cup at zero profit to our customers.”

–Your Convenience, Our Priority–

Dr Juice also understands the importance of convenience.

Our customers love our nourishing balanced beverages and meals and want them on the go.

For those who forget their cups at home, we offer options to purchase a brand-new reusable cup for €1 or a pre-washed, UV-sanitised cup for just 50 cents.

Additionally, customers can enjoy a cashback of 50 cents for every clean cup returned, further closing the sustainability loop.

All Dr Juice outlets have been equipped with the highest standard of cleaning equipment, including certified washers and UV cabinets.

Phase 2: Embracing the Future

Looking ahead to 2025, Dr Juice’s goal is to transition to a single-use cup free future.

“By eventually shifting entirely to these reusable cups, we aim to prevent 20 tons of packaging from ending up in local landfills annually,” Winfield explained.

“This is about introducing a culture shift - something that has already taken off in some other countries and which we believe needs to be introduced in Malta too.”

“We all share these beautiful island’s together and we at Dr Juice know that our customers want to help protect the environment,” Winfield said.

–Turning Waste into Wonder–

Dr Juice has partnered with local production and recycling partners to ensure the circular loop stays closed.

The cups are being produced by MCL, a Malta-based company that produces custom designed plastic packaging for the circular economy. MCL CEO Luke Satariano explained that the Future Cup will be the first-ever recyclable plastic cup that is designed for multiple use.

Unlike other recyclable cups on the market, the Future Cup is designed with only one plastic material, meaning the cups can be easily recycled without having to separate components - a stumbling block for most recycling companies.

“We’ve created something unique and our hope is to inspire others to join on this journey,” Satariano said.

Beyond reusability, Future Cups will be recycled locally and repurposed as paint buckets or construction bubble deck spheres, giving them a new lease on life.

Dr Juice invites everyone to join in creating a more sustainable future.