Idahoan Foods, the leading instant mash brand in the UK, has launched fully recyclable paper pouches for its flagship product, Idahoan Perfect Mash. This initiative completes Idahoan’s mission to transition all packaging toward sustainable and recyclable formats, emphasizing their commitment to food and drink sustainable packaging.
This innovative packaging solution is the result of over three years of development and meticulous testing in partnership with packaging experts at Tungate. It represents a significant advancement in Idahoan’s ongoing dedication to environmental stewardship, from field to fork.
Blended and packed in the UK using Idahoan’s proprietary Fresh Dried™ technology, the introduction of paper pouches substantially decreases Idahoan’s carbon footprint. By replacing fresh and frozen potato formats, this change reduces transportation needs, optimizing logistics. Idahoan’s Perfect Mash not only delivers outstanding taste and quality but also sets a new standard in sustainability and convenience for modern households.
“We’re delighted that Idahoan have chosen our market-leading TG2 paper kerbside recyclable material for the relaunch of this prestigious product range,” said Gareth Partlett, Sales Director at Tungate Group. “These revolutionary materials provide exceptionally high barrier properties – giving equivalent product shelf life to the previous non-recyclable grade – fully FSC-accredited papers, and class-leading print quality via Tungate’s latest LED HD Flexo technology. This enables the quality of these products to really stand out on shelf in a crowded marketplace.”
The launch of the paper pouch closely follows Idahoan’s remarkable growth trajectory in the UK market. Within just 23 months, Perfect Mash has emerged as the top product in the instant mash category. As of the 26 weeks ending 28/12/24, Idahoan commands a 55% share of the instant mash market by value, experiencing a 29% increase in sales volume over the same period.
Despite this success, Idahoan recognizes significant potential for further growth. Household penetration in the UK remains below 5%, in contrast to the 32% penetration in the US, where Idahoan is found in nearly one in three homes. With unmatched flavor and convenience, coupled with a fully recyclable paper pouch, Idahoan is optimistic that this innovation will propel its growth further and enhance value across the food and drink packaging category.
“We’re proud to have completed our mission to move all our packaging into sustainable, recyclable formats,” stated Idahoan Country Manager, Deane Ingram. “This is more than just packaging – it’s a statement of our values and our vision for the future. We look forward to building on our growth in partnership with UK retailers and bringing high-quality, environmentally conscious meal solutions to even more homes.”
