Instead, the retailer has focused its plans on alternatives, such as introducing a "zero profit" reusable coffee cup for customers, and removing all single-use cups and plastic cutlery from its offices in 2018 as well as its stores and cafés by the end of 2019. CEO Roger Burnley said Asda was working in partnership with leading UK experts in packaging technology at the Leeds Beckett University Retail Institute as well as one of Asda's biggest UK suppliers, ABP, to develop new alternatives to plastics and more recyclable materials. It plans to create the Asda Plastic Ideas Hub, open to both industry and the public, offering a £10,000 award for every scaleable, workable idea that Asda takes up to tackle issues such as alternatives to plastic film. In stores, Asda will swap polysterene bases in its pizza packaging for cardboard, removing 178 tonnes of plastic, and switch 2.4 million plastic straws used in its cafés each year to paper.