The math has been done and the financial rewards of using a reusable cup are compelling.

The individual saving is not insignificant. The average Brit, enjoying two cups of coffee every day,* could save up to £365 a year by refilling a reusable when opting for the biggest discount currently available – Pret's 50p incentive.

It's worth it. Especially considering that a reusable cup will pay for itself within as little as nine days in the case of a two-coffee-a-day consumer.

However, when considered collectively, the numbers are even more persuasive.

Recent figures show that the British public spent £6.3 billion on takeaway coffee in just a year* – that equates to around 2.8 billion cups of coffee,* with the preference being for milk-based coffees such as lattes and cappuccinos.

Based on these figures and the top discount of 50p, if every coffee purchased was served in a reusable cup, coffee drinking Brits could collectively save an astonishing £1.4 billion a year.

It's clear we're all mad for the stuff, but our coffee cravings mean we're responsible for 2.5 billion single-use plastic cups going to landfill every year. That's over 6.8 million every single day.

So, it's great news - for both the environment and for our wallets - that more coffee shops than ever are now offering incentives for customers using reusable cups.

And if coffee consumers were to make just one of their daily coffees at home, decanting into a reusable cup for their morning commute rather than buying en route, they could save a further £574.20 a year.*

Ecoffee Cup founder David McLagan says: “It's great news that so many high-street coffee shops are now offering incentives for customers using reusable cups. The potential saving of £1.4 billion a year makes it an obvious investment and allows coffee drinkers to be part of the solution to single-use plastic waste whilst also saving up to £365 each a year.

“Switching to a reusable cup is a small change that could make a big difference, and at Ecoffee Cup we offer a wide range of designs that are not only functional but stylish too – from iconic William Morris patterns to bold colours, there's an Ecoffee Cup to suit everyone.”

“Doing your bit for the oceans has never been so easy (and stylish)” says Ecoffee Cup customer, Priya. “Plus you often get money off your coffee when using a reusable cup. Just do it.”