Ashortwalk Ltd rebrands as Circular&Co

Ashortwalk Ltd, innovators behind the world’s first reusable cup made from paper cups, is relaunching as Circular&Co – with a forward-thinking mission to harness the power of circular design and revolutionise how products are viewed, re-used and recycled by consumers around the world.

The brand’s best-selling rCUP product is also relaunching as the reusable Circular Cup – made in the UK and designed for 10 years use, 100% leakproof and specifically for on-the-go consumers, the cup was awarded the Which? Best Buy in 2018 and ranked sixth in Which? Top Ten Products of 2019.

Established in 2003, by founder and former-Dyson design specialist Dan Dicker, Circular&Co is renowned for its multi-award-winning eco products made from redundant materials. Sales have reportedly grown 64% year-on-year, with more than £2.8 million products sold online and across major multiples and independent coffee shops throughout the UK in 2019 (across 36 territories worldwide).

Coinciding with its rebrand, Circular&Co is also announcing its investment in UK production, following continued support from Starbucks that has allowed the business to scale up; setting up regionalised waste collection, processing and re-manufacture in Cornwall. Spearheaded by Dan Dicker alongside a team of circular experts and external industry leaders – including The Exeter Centre for Circular Economy – the locality of production in Cornwall is essential to the regionalised circular model: keep finite resources in use closer to home to save resources, energy, emissions and prevent polluting waste. The move has also created high-skill manufacturing jobs in the South West region.

Commenting on the company’s relaunch, Dan Dicker commented: “There is no silver bullet solution to the current environmental crisis – but we’re taking positive action and we know it’s a journey. For organisations, businesses and individuals, it’s a global movement to breakdown our throwaway culture; nothing has a single purpose and everything has a value. We believe people can start to play an important role right now by following a few simple rules next time they shop. We think of it as a ‘buy circular’ checklist: Choose Recycled, Challenge Longevity, Check Recyclable… Choose, challenge, check.

“From today, every time we shop – whether it’s for a pen or a pushchair – we need to ask ourselves the questions: Is it made from used materials? Is it made to last? Is it made to be recycled? If it isn’t matching up to the circular checklist then let’s keep browsing. Collectively, we have that power.

“Our mission is to pool our 17 years’ experience with brilliant minds cross-industry to accelerate the transition to a circular economy. Our company’s true legacy is the journey of our products from beginning to end, not just when they leave our factory – it’s our responsibility to take ownership. This much we know: The linear model doesn’t work – The Future is Circular.”

Haley Drage, vice president of corporate affairs at Starbucks EMEA, said: “Starbucks has a longstanding commitment to environmental responsibility and has for decades embedded sustainability as a priority across all aspects of our business. We are proud to support Circular&Co and the shift towards a circular economy, as part of our multi-decade aspirations to be a resource positive company.”

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