#InTheLoop is Hubbub's collaborative campaign to boost recycling on-the-go and make it easy for people to recycle plastic and glass bottles, cans and coffee cups when out and about - with the ultimate goal of getting people to switch to reusables. By testing and refining our approach across the UK, and sharing our results openly, we hope that #InTheLoop will help to create a recognised and effective approach to recycling on-the-go throughout the UK and beyond. 

The packaging problem

With busy schedules we're eating and drinking more and more whilst on the move. Last year alone we spent a whopping £17.4 billion on food and drink to eat on-the-go in the UK. It stacks up to about 13 billion plastic bottles, 9 billion drinks and nearly 3 billion coffee cups every year!  

That's a whole lot of packaging, and less than half of local authorities have the on-street infrastructure to collect and recycle it. This is often because the quality of what's collected on the street is so poor that the costs don't stack up to collect it; either we put the wrong materials in the bin meaning the whole lot can end up going to waste, or it still has food or liquid in it.  

A new approach is needed and that’s why Hubbub launched #InTheLoop. 

Recycle to keep materials #InTheLoop 

Since 2018 we've been trialling ways to increase the amount recycled in Leeds City Centre. #LeedsByExample (get it?) tried everything from bubble blowing bins to recycle reward machines and bright, bold communications. Following unprecedented success in Leeds where the number of people recycling in the city centre nearly tripled within the first yearwe have expanded our recycling-on-the-go efforts with an ongoing campaign called #InTheLoop which takes over towns and cities (and boroughs, mind you) and gives people no excuse not to recycle responsibly when out and about.   


Are you next? If you’d like to bring #InTheLoop to your area, email [email protected] and we’ll help you make it happen. 

The Cup Fund 

#InTheLoop established The Cup Fund in April 2019. It is the UK's largest grant fund to support ambitious projects that boost coffee cup recycling. Currently, 5,555 coffee cups are disposed of every minute in the UK - and only 4% get recycled correctly! The aim of The Cup Fund is to introducnew recycling facilities, creates new partnerships and delivers high quality behaviour change communications across the nation. The fund is supported by Starbucks pioneering 5p cup charge which is applied when a customer chooses to use a single-use coffee cup. Introduced voluntarily last year, Starbucks has donated all funds to Hubbub to support recycling and sustainability efforts. 

Learn more about #TheCupFund and download our free ‘how to’ guide for businesses. 


*Grant applications are not currently open. 
Would you like to hire to help you effectively set up coffee cup recyclingWe’ve got all the know-how, planning advice, and comms to get you going! Email [email protected]