The Sunderland branch is introducing a revolutionary new cup sleeve designed to reduce the amount we throw away.

Made from 100 per cent recyclable paper substrate, the sleeve includes a loyalty incentive scheme to encourage coffee connoisseurs to reuse their sleeves time and time again.

Makers say the sleeve has huge potential to reduce waste created by the takeaway coffee trade.

Peter Kirton, managing director of Esquires Coffee Houses UK is keen for the industry to follow the company's lead.

"Since becoming one of the first high street coffee chains to supply Fair Trade coffee as standard, we have continued to champion responsible trading by tackling industry issues head on and working to bring long term benefits to the communities we work with, both here and abroad," said Peter.

"The new sleeve uses a simple concept that has tremendous potential for reducing the waste produced by the takeaway trade.

"I can only hope other chains will adopt similar initiatives in the near future."

The Bridges-based coffee shop opened earlier this year, after the news that the city had won its bid for Fair Trade status.