Desktop

Responsible packaging for a responsible future

We Make. We Supply. We Deliver

zeus-food.png

Mobile/Tablet

Responsible packaging for a responsible future

We Make. We Supply. We Deliver

zeus logo.png
 
HONEST™ Logo

The honest truth about your daily cup.

honest isn’t about perfect solutions it’s about helping people make better choices.

HONEST™ Logo

The honest truth about your daily cup.

Honest isn’t about perfect solutions it’s about helping people make better choices.

 
Better choices start with better information.

There’s no perfect cup.

Only better decisions — based on how materials behave, how systems work, and what actually happens after disposal.

Workspace

Case Study

THE AQUEOUS DIFFERENCE

A different approach to a liquid sealing layer.

All disposable cups need a liquid sealing layer. Without it, they wouldn’t hold liquid. Traditionally, that layer has been plastic either PE or PLA lining.

Aqueous technology takes a different approach. Instead of forming a separate plastic layer, Aqueous is applied more like a coating. It behaves like a paint or pigment, soaking into the paper fibres rather than sitting on top. This changes how the cup performs and how it behaves at end of life.

HONEST Aqueous cups are:

  • Home compostable
  • Commercially compostable
  • Recyclable in the correct waste stream

And importantly: If they do end up in landfill, being home compostable means they can naturally break down over time.

But let’s be clear: Aqueous is not plastic-free. It still contains a small amount of polymers and must be treated as such.

The difference isn’t perfection.

It’s about creating a liquid sealing layer that:

  • Uses less polymer
  • Integrates differently with the paper
  • Works more flexibly across existing waste streams

Aqueous doesn’t remove the problem. It approaches it differently and responsibly

Workspace

Case Study

THE MYTH OF "PLASTIC-FREE"

“Plastic-free” If it sounds too good to be true, it probably is.

“Plastic-free” is one of the most powerful claims used in food and drink to go packaging. It’s also one of the most misunderstood.

Many cups particularly those using Aqueous coatings are marketed as plastic-free, when still containing polymers. This matters because, if it contains polymers, it contains plastic.

So how do these claims exist? It comes down to how materials are certified and reported.

Current guidance under the Single-Use Plastics Directive recognises that polymers used in inks, adhesives and coatings can, in certain cases, be treated differently when they form part of the structure of a product rather than a distinct plastic layer.

This is where the grey area and confusion arises.

Aqueous coatings are applied more like a paint, integrating into the paper fibres rather than forming a separate plastic lining. Because of this, they can be interpreted in a similar way to inks or coatings within existing certification frameworks. However, Aqueous coatings still contain polymers, meaning they are not technically plastic-free under the Directive.

In practice, some certification schemes allow products with levels of polymer content to be classified as “plastic-free”, which is why Aqueous coated cups can be marketed this way even though they still contain plastic.

The result:

  • Products positioned as plastic-free… but aren’t
  • Confusion for customers , consumers and disposal
  • A lack of trust in sustainability claims and responsibility for the planet and industry

HONEST, takes a different approach. We don’t use the term “plastic-free” for Aqueous cups because it’s not accurate.

The reality is simpler: There is no fully plastic-free disposable paper cup that performs as a hot drinks cup today. And suggesting there is doesn’t help anyone make better and responsible decisions.

Workspace

Case Study

PAPER CUP DISPOSAL

The problem isn’t just the cup. It’s what happens after.

Paper cups are often seen as recyclable or compostable In reality, it’s more complicated.

Every paper hot cup has a liquid sealing layer whether PE, PLA or Aqueous. These barriers make it difficult to process through standard paper recycling systems.

What actually happens in the UK:

  • Cups are often removed at recycling facilities
  • Mixed composite/material products require specialist processing
  • Most local authorities don’t have the infrastructure to handle them

That’s why putting a cup in a standard recycling bin often doesn’t work.

The scale:
Around 7 million cups are used every day in the UK, most are not recycled through standard systems.

So what does work? Cups can be recycled but only when:

  • They are collected separately
  • Sent to specialist cup recycling facilities
  • Or directed into the correct composting stream (where available)

Even compostable solutions face challenges.

The key point: The cup alone doesn’t determine the outcome. The waste system does.

That’s why HONEST focuses on:

  • Working with existing waste streams
  • Providing clear disposal guidance
  • Supporting better real-world outcomes

Because disposal isn’t about intention it’s about infrastructure.

 

Workspace

Case Study

HOW PE, PLA & AQUEOUS ALL HAVE A ROLE

It’s not about the material. It’s about what happens next.

It’s easy to label materials as good or bad. But with paper cups, it’s not that simple.

Every cup needs a liquid sealing layer PE, PLA or Aqueous and each one can be part of a responsible solution when understood and used in the right system.

PE (Polyethylene)

The most established lining.
Durable and highly effective
Widely used across the industry
Accepted in specialist cup recycling schemes

PE is often criticised for being fossil-fuel based plastic, although it’s the most widely supported material in current recycling infrastructure.

PLA (Poly Lactic Acid)

A renewable plant based alternative. Made from materials like corn or sugarcane. Designed for industrial composting and lower reliance on fossil fuels

What’s less widely known:
PLA-lined cups can also be recycled similar to PE as the lining can be separated from the paper. Like PE, the limitation isn’t the material itself it’s whether the correct disposal and collections are in place.

AQUEOUS COATING

A different approach.

  • Applied as a coating rather than a bonded lining
  • Uses less polymer than traditional linings
  • Designed to work across multiple waste streams

HONEST Aqueous cups are:

  • Home compostable
  • Commercially compostable
  • Recyclable in the correct waste stream

And if they end up in landfill:
Being home compostable means they can naturally break down over time, rather than persisting in the same way as conventional plastics.

But again clarity matters:
Aqueous is not plastic-free. And like all cups, its impact depends on how it’s disposed of.

 

So what actually matters?

Not just the material but the system around it and a clearer understanding

  • A PLA cup only composts if it reaches the right facility
  • PE or PLA cup can be recycled with correct separation
  • An Aqueous cup offers flexibility and a greater chance of a more responsible end of life

The HONEST view:

  • No lining is perfect
  • No system works everywhere
  • No single material solves everything

The most responsible choice is the one that works with your waste stream, not against it