Keurig K-Cups, the single-serve brewing pods, have revolutionized the coffee experience for some. But for others, the non-recyclable and non-biodegradable cups have incited a lot of frustration, reports The Atlantic.
Last year, Keurig sold more than 9 billion of the pods, which accounted for most of the company's $4.7 billion in revenue.
But earlier this year a YouTube video called "Kill the K-Cup" went viral, anonymously calling out the pods as a hazard to the environment and "extremely wasteful and irresponsible."
The company has already announced plans to create a fully recyclable version of the product by 2020.
"I gotta be honest with you, we're not happy with where we are either," Monique Oxender, Keurig's chief sustainability officer, told The Atlantic. "We have to get a solution, and we have to get it in place quickly."
But the battle continues as some environmental advocates claim that "those things will never be recyclable."