Refill, reuse, reward - World Refill Day

World Refill Day

World Refill Day takes place on June 16th each year, reminding us of the importance of reducing single-use plastic by encouraging reusable alternatives such as water bottles, coffee cups, and shopping bags. It’s no secret that the production and consumption of plastic is contributing to a global environmental crisis. The good news is that there are small choices we can all make to protect the future of the world we live in, and we’re pleased to be able to help you make them.

Stay Hydrated

Since opening in 2009, we have always put sustainability before profitability. That’s why you’ll find free Belu filtered water stations in every Pure store. We are proud to be the only high street brand to actively discourage customers from buying bottled water. Even if you’re not buying anything, pop in and fill up.

You can buy a reusable bottle in our shops, and we’ll donate 50p from every one sold to Belu, who give it to their charity partner, WaterAid. In their latest impact report Belu revealed they have given an impressive £5.8m to WaterAid since 2011! Click here to read more about the amazing work they do.

Sip & Save

Did you know that approximately 2.5 billion disposable coffee cups are used in the UK each year? This translates to approximately 7 million cups being discarded every single day.[1] 🤯 We serve our locally roasted, 100% Arabica coffee to Londoners every day, so we know we have a responsibility to combat the amount of disposable coffee cups used in our stores. That’s where our reusable cup initiative comes in. Fancy your next flat white for £2.60? No problem – simply bring in any reusable cup and you’ll get £1 off your coffee! It’s our way of saying thank you for making a greener choice, and that’s why we offer the biggest reusable cup discount on the high street. You reuse, we reward.

[1] Nationwide Waste Services. The Environmental Impact of Disposable Coffee Cups in the UK. 1st February 2024.


We get it, it’s all too easy to forget to pack your reusable cup when you’re rushing out the door in the morning. So we want to help make reusables part of your routine, so this World Refill Day we invite our Pure family to avoid single-use plastics and coffee cups for a week, starting on 16th June. Choose to reuse and you won’t just be saving the planet, you’ll be saving money too. Armed with your reusable coffee cup and water bottle you could save £3.15 a day at Pure, that’s over £15 a week!

Help us spread the word about World Refill Day and join in the conversation on social media #PureRefillChallenge #WorldRefillDay