DataLase is planning to use its personalization technology to drive change in consumer habits and promote sustainable behavior toward recycling of disposable hot drinks cups.

With its VAReLase Cup Solutions system that began pilot trials in June 2019, DataLase has identified sustainability and recycling as one of the key benefits of the technology.

“As a member of the Paper Cup Recovery and Recycling Group (PCRRG), we are keen to use our VAReLase Cup Solutions technology to raise awareness and push an agenda of behavioral change with regards to disposable cup recycling,” says Laura Rickards, marketing manager at DataLase. “We see this as a hugely effective way to help tackle the problem of recyclability through encouraging positive consumer behavior, helping to close the recycling loop and create a circular economy for disposable hot drink cups.”

The VAReLase technology allows hot drink cups to be individually personalized in real-time at the point of sale. The system uses DataLase’s patented laser reactive color-change pigment technology, whereby the cup appears blank until exposed to a laser, which activates a pigment on the cup material and prints the bespoke design straight onto the surface.

“We began trialing the system in June this year. Initial results have been extremely positive, and we anticipate commercial roll-out during 2020,” says Rickards. “While the technology behind the process is incredibly complex, the delivery is actually remarkably simple – the barista places the cup in the VAReLase system, and personalized messages and graphics are inklessly printed directly onto the cup utilizing the DataLase laser-reactive color-change pigment technology. This new in-store digital experience will delight consumers and offers a new opportunity to communicate and grow brand loyalty.

“We see huge potential for promoting and incentivizing recycling and sustainability through our VAReLase Cup Solutions – either through specific, campaign-led calls to action or bespoke loyalty and reward schemes,” she adds. “Pre-trial testing has shown that the DataLase ‘patch’ has absolutely no impact on the recyclability of cups, which along with our PCRRG membership helps demonstrate that we are totally committed to promoting and supporting sustainability.

“We further anticipate that data from the pilot will illustrate the positive effect VAReLase has on consumer attitudes and their ultimate actions, and are hopeful that we can be a part of driving change in consumer habits and promoting sustainability worldwide,” she says.

Made up of organizations from across the paper cup supply chain, the PCRRG looks to develop collection and recycling opportunities for paper cups and identify and support solutions that sustainably transform used paper cups into a valuable resource.

“Through our PCRRG membership, we are keen to contribute to this effort as much as possible,” concludes Rickards. “With our first pilot underway, we are now actively seeking new companies we can work with to progress this solution to test market.”