Innovation or Not – The Edible Coffee Cup

Now you can have your coffee and eat it too.

KFC in collaboration with Seattle’s Best Coffee (Starbuck’s fighter brand) has launched edible coffee cups in the United Kingdom.

It’s called the “Scoffee Cup” and it is actually a cup-shaped cookie coated in white chocolate and sugar. After the coffee is poured into the cookie cup, the cup slowly softens as you drink the coffee contained inside.

Here is the method behind the madness, according to CNET’s Anthony Domanico: The cup is “fashioned out of a cookie wrapped in edible sugar paper and fortified with a layer of heat-resistant white chocolate that helps keep the cookie crispy and your coffee hot. As you drink your joe, the chocolate lining melts over time, making your coffee a bit sweeter and softening the cookie so it sort of melts in your mouth.”

No word on whether slow coffee drinkers could end up spilling the increasingly sugary coffee all over themselves.

Reportedly there is an extra level of value creation from the cups reportedly being scented. “We’ve infused different cups with a variety of ambient aromas including Coconut Sun Cream, Freshly Cut Grass, and Wild Flowers,” according to a representative of the partner that created the cups for KFC.

The aromas “have a natural ability to evoke the positive memories we associate with warm weather, sunshine and summer holidays. Things that make everyone smile.”

For those of you not well versed in British slang, to “scoff” means “to eat” and so this is the reason KFC’s new edible coffee cups are called “scoffee cups.”

KFC has no plans to bring the scoffee cups to America.

So what do you think, are edible coffee cups a credible solution to the coffee cup waste problem or are they a gimmick unlikely to catch on?