Amcor research finds that for UK crisp lovers, the environmental impact of packaging has become an important factor alongside taste
Amcor, a global leader in developing and producing responsible packaging solutions, has commissioned a survey of over 2,000 UK consumers* to understand what drives crisp-buying decisions. The study found that 1 in 3 UK consumers (30%) consider the environmental impact of the packaging when buying crisps. This proves to be particularly important for younger consumers, with 43% of 18-44 year-olds agreeing they are more likely to consider the environmental impact, compared to 20% of over 45 year-olds.
The research – completed in August 2025 – underscores the collaboration between Amcor and the British Crisp brand, Burts, which recently launched in the UK a new crisp packaging made with 55% post-consumer recycled materials.
Developed using Amcor’s AmFiniti™ solution, the packaging is made from advanced recycled materials and follows the ISCC-certified mass balance approach**. This material offers the same quality and performance as virgin resin, making it suitable and safe for food-grade applications without compromising product integrity.
The study also found that:
- 28% of respondents agree that the environmental impact of the packaging is just as important as the taste of crisps.
- 40% agreed that they would be more likely to buy crisps if the packaging had been made from recycled materials.
Sally Liggins, Key Account Manager, Snacks & Confectionery, EMEA at Amcor, says: “These insights show just how important it is for brands to invest in recycled materials for their packaging. It’s important not to underestimate how impactful and easy switching to recycled content can be. Together with Burts, we proved that it’s not only possible, but also a smart, future-ready move that resonates with eco-conscious consumers and supports real sustainability progress.
**The recycled material in the packaging follows a mass balance approach and is certified by ISCC-Plus. This means the packaging is produced using a combination of virgin and recycled plastics. While the exact percentage of recycled plastic in each individual bag may vary—some containing more, others less– the ISCC certification ensures that at least 55% recycled content is allocated across the entire batch of Burts’ crisp packaging. You can learn more about the ISCC-Plus certification