The cups are made entirely out of agar agar and cast in different flavors, such as lemon-basil, ginger-mint, or rosemary-beet, each specifically designed to compliment a corresponding drink. Jelloware is meant to be thrown into the grass after it is used, as agar agar is a seaweed extract and actually nurtures the growth of plants.
http://www.thewayweseetheworld.com/design1.html#gallery_jelloware- Via If It's Hip It's Here
Because we have those now and people are still throwing them in garbage bags or on the ground. At least now we kinda have a 50/50 chance that it'll biodegrade.