Idahoan Foods, the UK’s number one brand in the instant mash category, has launched a fully recyclable paper pouch for its best-selling Idahoan Perfect Mash. The launch completes the company’s journey toward converting all of its packaging into sustainable and recyclable formats, further underscoring its dedication to innovation in sustainable food and drink packaging.
This Idahoan paper packaging, which is a wholly recyclable pouch, is the result of over three years of development and intense testing with packaging experts at Tungate. The outcome is a notable leap in Idahoan’s sustainability strategy, reinforcing its stewardship philosophy along the entire value chain, from field to fork.
Blended and packaged locally with Idahoan’s proprietary Fresh Dried™ technology, the shift to paper packaging significantly minimises the company’s carbon footprint. By substituting the conventional fresh and frozen potato format, transportation demands are diminished, making distribution more efficient. The Perfect Mash range, already renowned for its taste and quality, now sets a higher benchmark for sustainability and convenience within the food sector.
“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 follows Idahoan’s rapid rise in the UK market, where Perfect Mash has achieved category-leading status in under two years.
Looking ahead, the company sees substantial room for growth. Household penetration in the UK remains below 5%, compared to 32% in the US, where Idahoan is present in nearly a third of homes. With a combination of distinctive flavour, consumer convenience, and a fully recyclable paper pouch, the company expects this Idahoan paper packaging innovation to drive market expansion and add value to the broader food and drink packaging sector.
“We’re proud to have completed our mission to move all our packaging into sustainable, recyclable formats,” said 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.”