Idahoan Foods, now the leading instant mash brand in the UK, today unveiled a shift to 100% recyclable paper pouches for its Perfect Mash range, strengthening its commitment to sustainable packaging.

The new packaging marks the culmination of over three years of collaborative development with Tungate, focusing on reducing environmental impact without compromising shelf life or product integrity. Utilizing Fresh Dried™ technology and TG2 paper—a fully FSC-accredited, kerbside-recyclable material—Idahoan aims to maintain freshness while shrinking its carbon footprint, including fewer deliveries compared to fresh or frozen formats.

Tungate’s sales director, Gareth Partlett, remarked:

“We’re delighted that Idahoan have chosen our market‑leading TG2 paper kerbside recyclable material … These revolutionary materials provide exceptionally high barrier properties … fully FSC‑accredited papers, and class‑leading print quality…”.

This packaging transition comes as Perfect Mash secures a dominant position in the UK: within just 23 months of launch, it captured the top spot in the instant mash category. For the 26 weeks ending 28 December 2024, the brand accounted for 55% of market value, while volume grew 29% year‑on‑year.

Despite this success, UK household penetration remains below 5%, compared with 32% in the U.S., suggesting room for expansion. Idahoan country manager Deane Ingram commented:

“We’re proud to have completed our mission to move all our packaging into sustainable, recyclable formats. 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.”.