At a glance
- The event: the World Gymnastics Championships, Rotterdam Ahoy, nine days, 95,000 visitors.
- The problem: hot drinks, cold drinks and spirits over nine days, usually meaning several cup types or single-use plastic.
- The product: the A-Cup, one co-branded paper cup for all three, with up to 94% less plastic.
- The result: one versatile cup that kept pace with every session, a single cup line across nine days, proven in the lab and praised on site.
The problem: Several cups, or single-use plastic
Picture the old way of running a nine-day championship. Tens of thousands of drinks poured, and the usual answer is either several cup types to manage, or falling back on single-use plastic. One route adds SKUs and storage, the other adds plastic.
Even the coffee cups are not as clean as they look. A standard paper cup still carries a plastic lining of around 5 to 10%, so paper on the outside can still mean plastic left behind. That lining also makes the cup hard to recycle, because most paper recycling cannot separate the plastic from the fibre, so these cups usually end up as waste rather than back in the paper stream.
The product: One cup for hot, cold and spirits
In partnership with CrewFood, Hello Straw introduced the co-branded A-Cup alongside matching paper straws. One paper cup for hot, cold and spirits, so the bar runs on a single line instead of three.
It is built to perform. An aqueous coating replaces the usual plastic film lining, and double 250gsm paper gives it a strong, rigid body with built-in thermal insulation, so it stays comfortable to hold without a sleeve. A reinforced seam and food-grade adhesive keep it sealed from first pour to last sip, and the sleeve-free finish leaves a clean surface for co-branding.
The performance is tested, not assumed. The A-Cup is certified from -40°C to 95°C, holds spirits up to 45% ABV for one hour without leakage, and uses 0.6% polymer against the 5 to 10% in a standard paper cup, cutting plastic by up to 94%.
The cups are very sturdy, not soggy at all. We had not really paid attention to them before, but now that you have asked, we will be paying more attention from here. Guest
A paper cup that simply works tends to go unnoticed, which is exactly what you want in the middle of a busy shift. It only becomes a talking point when someone stops to think about what it replaced. For a product whose job is to hold a drink without fuss and leave less plastic behind, being quietly reliable is high praise.
The payoff: Fewer SKUs, less storage, less plastic
A run of events with CrewFood
The World Gymnastics Championships is the latest stop in a longer run. With CrewFood, Hello Straw has brought its range: from the A-Cup to paper straws and cutlery, to major events including Formula 1, the KLM Open and the World Rowing Cup. Same partnership, same single-cup approach, four global events.
Sustainability is a big thing for CrewFood. We used wood disposables before. We were not fans. Hello Straw is exactly what we were looking for. They helped us leave that behind. - Bram Drost, Founder, CrewFood
Frequently Asked Questions
Was Hello Straw an official sponsor of the championships?
No, our role was as a product supplier. We were on site through our catering partner CrewFood, providing the A-Cups and paper straws used across the bars at Rotterdam Ahoy.
What was CrewFood’s role in the partnership?
CrewFood ran the catering and service at the event, and we supplied the paper cups and straws that went with it. It is a setup we have worked before: they handle the food and drink, we handle the swap away from single-use plastic, and guests simply enjoy the day.
Does it really handle every drink?
Yes. It is tested for hot, cold, alcoholic and acidic drinks, and it proved it in-field across nine days of service at Ahoy.
Is it better for the environment?
It cuts plastic to 0.6% polymer, up to 94% less than a conventional paper cup, and it is home compostable and recyclable (certified to EN13432 and AS 5810).
Can my event get co-branded cups?
Yes. We can co-brand the A-Cup and straws and work out the volumes with you, from a single event to a full season. Request a quote here or contact our team.
