Virgin Sport to use 100% Recyclable Cup

Virgin Sport to use 100% Recyclable Cup for 2019 Events

Virgin Sport, founded by Sir Richard Branson & co-founder Freddie Andrewes, has committed to using 100% Recyclable Cup made with earthcoating for 2019 events and becomes first sporting events company in the UK to use the 100% Recyclable Cups.


Magenta UK will be supplying the 100% Recyclable Cup in a single-walled 8oz for use at the water stations for the runners in place of plastic or PE lined paper cups. The first event of the year for Virgin Sport will be the Hackney Half Marathon where over 20,000 runners will be participating in the event on the 19th May 2019.

100% Recyclable Cups are available in 8oz, 12oz & 16oz sizes off the shelf in packs of 500. All cafes, universities, public authorities and any business in the UK buying a paper cup should consider the 100% Recyclable Cup to help reduce landfill waste. The paper cups are in commercial volumes and commercially viable at low costs per cup.


Contact Magenta UK on 0115 9444434 for more information on the cups or email for pricing and availability.

Plastic cups & PE lined paper cups used on marathons throughout the UK each year results in millions of cups going to landfill. Sporting event organisers face this challenge of being regulated to provide water stations and convenience of drinking on the go whilst meeting environmental and sustainable goals of participants & consumers.


The 100% Recyclable Cup is made with earthcoating. The recyclable cup is engineered to be recyclable through traditional paper & card recycling facilities throughout the UK & Europe. Paper mills do not need to change or invest in new machinery to process the cups and the material is very profitable for them to do so being high quality paper which can be recycled up to 7 times.

Virgin Sport will be reducing cups in 2019 going to landfill by using 400,000 100% Recyclable Cups for all their events. The decision by Virgin Sport makes them the first sporting events company to use the 100% Recyclable Cups in the UK.


The 100% Recyclable Cup alternative to compostable PLA paper cups & PE lined standard paper cups were no match for the credentials & suitability of the 100% Recyclable Cups. See the article on Paper Cup Waste – The Facts & The Solution for more information.

Sales & Marketing Manager

Oliver Lloyd

Paper Cup Waste – The Facts & The Solution

Paper Cup Waste - The Facts & The Solution

The takeaway coffee market in the UK is big business and has had sustained growth over the last 20 years to now £10.1bn during 2018 with over 25,000 coffee outlets around the UK. (Alegra project Cafe UK, research study)

The product solution for serving the 2.5 billion takeaway coffees in the UK is the lovable Paper Cup. Over the 2017/18 there was heightened media coverage of single-use paper cups in the UK which resulted in talks at the Houses of Parliament about a suggested ‘Latte Levy’. 

Let us explain the cups available on the market and the environmental qualities and solutions.

What is wrong with normal paper cups?

The majority of paper cups used in the UK are lined with PE (Polyethylene) which is a plastic coating that makes the paper cups waterproof meaning your coffee doesn’t leak. Decades ago this was a big leap forward in innovation over the previously used polystyrene cups.

These PE paper cups offer the solution for takeaway coffee. However, where their downfall comes is what happens when the consumer finishes the coffee.

PE lined cups can only be recycled at one of three places in the UK which results in the majority of these cups going to landfill, the logistics to collect, sort and deliver 2.5 billion cups from all corners of the UK to be sent to just a few places to be recycled is not commercially viable.


Compostable Edenware Paper Cups

What is the solution? Is there one?

Yes, there is a solution! 100% Recyclable Cups.

Magenta UK was the first distributor in the UK to stock and supply at commercial volumes a recyclable paper cup which requires no changes to the UK’s current infrastructure in handling waste.

The lining of 100% Recyclable Cup is made with earthcoating®, this lining in the paper cups has 51% less plastic than the standard paper cups and is engineered to be recyclable through traditional paper recycling facilities in the UK & Europe.

The result is that these paper cups can be put in the paper/card recycling bins throughout the country and can be accepted by all paper waste processes and paper mills in the UK & Europe.

It is an exciting reality that coffee shops around the UK can now purchase at commercially viable costs a paper cups which requires no additional investment to the current UK waste streams.

The 100% Recyclable Cup are available off the shelf as a double walled cup in the designs in the photo to the right. Magenta UK is also able to brand these cups with the coffee shops own logo and colours.

Call 0115 9444434 or email to find out more information on these cups and for availability and pricing.


What about compostable paper cups?

The compostable paper cups seemed to be the next best solution for reducing paper cups going to landfill. However, the reality was not so.

Compostable paper cups are lined with PLA (Polylactic Acid). PLA is a polymer which is produced from plant material meaning the cup has no oil based plastic. For reducing plastic in single used disposables, this was a big tick for compostable cups.

However, what happens when the consumer finishes their takeaway coffee? Well, these compostable cups are only able to compost down if sent to a commercial composting facilities where it will take 12 weeks for them to compost.

In the UK we don’t have a network of commercial composting bins on the high streets and consumers are confused about what to do with the cups. Compostable cups can’t go in the recycling bin and therefore end up in landfills.

Many believe that’s OK. As it’s compostable, it just disappears into the ground right? Well no, it won’t. The conditions in a landfill are not right for the cup to breakdown and therefore only contribute to the volume of waste going to landfills in the UK.

If coffee outlets have closed environments that can control waste collections the compostable cups can work at additional waste collection costs. 

When Magenta UK spoke to the government, we asked where its investment will be put in managing waste in the future. The answer was in recycling and not composting.

100% Recyclable Cups made with earthcoating

Sales & Marketing Manager - Magenta UK

Oliver Lloyd

Magenta UK Launch New Website

Magenta UK Launch New Website

In the world of evolving procurement into the digital age, Magenta UK has invested heavily into its website to fill the expected requirements of our customers.

The new website allows our customers to order online, download copy invoices, browse the online catalogue of our extensive product range and learn about the constant innovative product ranges Magenta UK bring to the UK market.

For existing customers to gain access to their account to order online, we would recommend you to get in touch with our customer service team in the office on 0115 9444434 option 1 or email .

The website means that our customers will now be able to have order confirmation emails the instant they order online or if our Telesales team process the order for the customer too. We require all our customers to provide up to date email addresses to allow us to give the best customer service possible by having this additional way of communicating.

Take a look through our lovely new website and let us know if you would like to order online.

Sales & Marketing Manager

Oliver Lloyd