The World's First Barista-Standard Reusable Cup
The Original KeepCup launched in Melbourne in 2009. It mimicked the form of a disposable cup — barista-standard sizing, splashproof lid — with the rather important distinction of being designed to last for years, not minutes.
It was colourful. It was considered. It worked in a café without any drama.
The reuse movement that followed was consumer-driven and café-endorsed — a quiet groundswell that turned out not to be so quiet after all. KeepCup is now used in more than 75 countries, including, we're pleased to report, a great many of them in the UK.
The Range
One original insight has guided everything we've built: pleasure drives reuse. Make something people genuinely want to use, and they will. Make something they're merely tolerating, and they won't.
For hot drinks, the Brew Glass in tempered glass delivers taste-pure coffee as it should be tasted, while the vacuum-insulated Thermal and leakproof Commuter in stainless steel handle the realities of British commuting — reliably, without drama, for hours at a stretch.
Cold coffee is no longer a niche habit, and the KeepCup Cold Cup range was designed specifically for it — not adapted from a hot cup, but built from scratch for cold drinks and iced coffee. The double-wall Longplay Glass keeps condensation where it belongs; the Cold Thermal with press-fit lid and Cold Commuter with screw-fit lid travel well; and the Cold Brew Cork brings natural tactility to cold carry. Each one considered. None of them an afterthought.
The KeepCup Original in BPA-free plastic and the Brew Cork glass-and-cork cup round out the hot range, joined by the Camp Mug for outdoor occasions.
The Go Bowl extends the reuse philosophy to food. And the KeepCup Water Bottle launches 14 April 2026 — built to the same standard as the cup that started all of this.
What We Stand For
We're sceptical of sustainability that's more aesthetic than substance. So here's ours, plainly:
We are a certified B Corporation. We manufacture and assemble locally, using recycled and recovered materials where possible. Our packaging takes a lightweight cardboard-first approach — because the thinking has to extend beyond the product itself. We publish our lifecycle assessments — the numbers, not just the narrative. We sell spare parts, because replacing a lid shouldn't mean replacing a cup. We give 1% of revenue to not-for-profits protecting the natural world. And since 2009, over one billion disposable cups have been diverted from landfill.
The Best Reusable Cup Is the One You Actually Use
That's been our design philosophy since the beginning. Make it beautiful enough to reach for. Reliable enough to trust. Personal enough to feel like yours.
One KeepCup, used daily, offsets approximately 1,000 disposable cups over its lifetime. Not a bad return on a cup of coffee.
KeepCup. Make it yours.
Started in London in 2010. Used in 75+ countries. Independently owned. Shop the full range →
KeepCup: then to now
1998
Abigail & Jamie found Bluebag cafes
2009
KeepCup launches the first barista standard reusable cup
2013
Brew Cork glass range launches
2014
KeepCup becomes founding member of BCorp in Australia
2018
Key events
- Single-use word of the year in Collins Dictionary
- KeepCup publishes LCA
- KeepCup becomes member of 1% for the Planet
2020
Insulated stainless steel range launches - Thermal, then Helix
2023
Cold Cup Range Launch
2025
Commuter Travel Mug Launch
Individual action drives change
Never doubt that a small group of committed citizens can change the world: indeed it’s the only thing that ever has.
Margaret Mead, Cultural Anthropologist
KeepCup and the reuse movement has been built from the bottom up, inspiring individuals to make everyday change. From the very beginning we have sought to inspire change by making it fun, inclusive and easy. For many people KeepCup is the beginning of a journey, to consider the impact of single-use, and new ways to lighten our impact on the planet. It all counts.
Our society, and our workplaces are collections of individuals. We are a business built on the advocacy of individual users. We are at our best when we arrive at decisions that consider all perspectives and look forward with optimism and authenticity.
When we consider the financial backing and deep pockets of the single-use industry, what we have achieved together is extraordinary. Let’s keep going.
2020 a turning point
As a society we’re at a critical juncture, sliding over the precipice. We’re in a climate emergency, on track to 4–6 °C temperature rise when we need to limit warming to 1.5°C.
In the wake of Covid-19 the world is likely to reduce emissions by 5% in 2020, but this only underscores the scale of the problem - at least 45% reduction in annual emissions is required to stay below 1.5°C.
Single-use plastics accelerate climate change and jeopardise progress toward the Paris climate agreement. In 2015, the last published count, 148 million tonnes of single-use packaging was produced in the world, less than 9% was recycled and up to 12% of it burned - compounding emissions impact.
Let’s debunk two myths.
Myth 1: Single-use equals sterile
This basic misunderstanding of food safety has again gained traction during Covid-19, despite medical professionals the world over coming out in support of reuse. When KeepCup first launched, this misunderstanding of food safety was such a barrier to reuse that we got a letter of legal advice to share with cafes confirming that reusables are supported by the health and safety regulations and a letter from then Victorian Premier John Brumby, endorsing KeepCup and the positive impacts of reuse on our health and the environment.
Myth 2: Convenience culture is consumer driven
This myth is perpetuated by Big Plastic and the large corporates responsible for much of the world’s single-use packaging waste, who claim to “just be giving customers what they want.” In ten years, the activism of individuals and organisations has demonstrated that convenience at the cost of the planet is not actually what people want - we want better choices.
Our Future
Thinking beyond growth
Covid-19 provides unparalleled opportunity to pivot to a post growth economy. This won’t happen via business as usual with the odd tweak here and there. This is transformational change. This is about circular systems that remove waste and keep materials in play for as long as possible. It’s about behaviour change, a reversal of hyper consumption to refocus on reducing, reusing and repairing. It’s a shift to 100% renewable energy. It’s about protecting biodiversity and committing to leave the few remaining wild places protected. And it’s all interconnected. We view our role in this through the four lenses below.
Financial
We maintain independence and a healthy balance sheet. Financial success amplifies our voice to drive the change we want to see in the world. But we don’t see profit or growth alone as an adequate measure of impact and value.
Our team
We work to ensure that our internal business practice reflects our values and our ethos. Whether it be the office fit out, how we share lunch, how we treat one another, how we speak to our customers and suppliers – we are shaping the world.
Environment
Environment and community cannot be separated from business performance. We look deeply into our impact on customers, suppliers, our team, community and the environment. The more consistent and aligned we are across these stakeholder groups the greater resonance we have in impacting meaningful change.
Design
Using design to help solve problems. We design products that are fit for purpose. We think long and hard about product development and seek to create products that replace single-use items, maximise positive impact while minimising negative throughout their lifecycle.