Forget recycling, fastfood giant KFC is saving the world one coffee cup at a time.

According to CNN, KFC is planning on brewing a quirky gimmick for its UK customers - coffee cups that are 100% edible, and they're available in chocolate flavor. The gimmick is part of marketing plan that will launch Seattle Best Coffee at KFC in the UK.

The cups are said to be made of hard biscuit and lined inside with a layer of white chocolate. The outside design is sugar paper and bears KFC and Seattle's Best Coffee logos.

KFC spokesperson Jenny Packwood said about the scheme, "We thought about how we can make this moment even more special."

USA Today said that the companies named it the "Scoffee-Cup" and that there is a whole range being developed for the partnership. The company making the edible cups, Robin Collective, is a London-based food science specialist, and is working on infusing aromatic smells to the edible cup, including coconut, fresh-cut flowers, or freshly mown grass (although the last one is a hard sell paired with a cup of coffee).

A spokesperson from the company told Metro, "We've infused different cups with a variety of ambient aromas, including Coconut Sun Cream, Freshly Cut Grass and Wild Flowers. "These scents were used in our recipes as they have a natural ability to evoke the positive memories we associate with warm weather, sunshine, and summer holidays. Things that make everyone smile."

The edible cups are not yet on sale, however KFC is said to be hoping for its release sometime this year.

Another KFC spokesperson, Jocelyn Bynoe explained that KFC has been experimenting with edible packaging for a while now, and they're trying to see if it's a feasible product to bring to the market. She also said, "If our customers occasionally like to have their cake and eat it, why wouldn't they want to have their cup and eat it, instead?"

This is not the first time that a company tried to market edible packaging. USA Today reported that last year, an environmentally conscious yogurt maker took the first steps into eliminating plastic yogurt containers by producing what was dubbed to be "Stonyfield Frozen Yogurt Pearls," which is frozen yogurt sold in fruit-flavored packaging skins in a handful of Whole Foods stores in Boston.

While edible packaging is appealing on several levels, branding expert Tracey Riese said that it's not the perfect fit for KFC, and she sees the gimmick as just that - a gimmick and a "promotion novelty."

What do you think?