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Paper cup manufactures went through a difficult time in the 60's, when take away hot drinks moved from paper to polystyrene and plastic, the takeaway soda market had not really taken off, and a few paper cup manufactures fell by the way side.
As takeaway soda market increased sales of paper cups increased, and in the 90's premium takeaway coffee started to take off, and paper cup manufactures began to grow again.
There is more on the history of paper cups at http://thepapercupcompany.co.uk/about-paper-cup-company/history-paper-cup/9 months ago