This new cup reduces the plastic content by more than 50%. The cup is reusable and can be collected as a paperbased product. The carbon footprint is less than half of a normal plastic product, but it has the same qualities and rigidity. If used for ice cream, the cup will not go soft which also applies if used for products like butter and other fats, cream and so on. That it is appealing to customers is already proven in the market, it looks good and it sells.