Idahoan Foods, the UK’s number one instant mash brand, has announced the launch of fully recyclable paper pouches for its flagship product, Idahoan Perfect Mash – completing its mission to convert all packaging to sustainable, recyclable formats.
This packaging innovation is the result of over three years of development and rigorous testing in collaboration with packaging specialists Tungate, marking a significant step in Idahoan’s continued commitment to environmental stewardship – from field to fork.
Blended and packed in the UK using Idahoan’s proprietary Fresh Dried™ technology, the move to paper pouches further reduces Idahoan’s carbon footprint by taking trucks off the road compared to fresh and frozen potato formats. Idahoan’s Perfect Mash not only offers exceptional taste and quality but also leads the way in sustainability and convenience for the modern household.
“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 paper pouch launch follows Idahoan’s remarkable growth trajectory since entering the UK market. Within just 23 months, Perfect Mash became the number one product in the instant mash category. As of the 26 weeks ending 28/12/24, Idahoan holds a 55% share of the instant mash market by value and has grown 29% in sales volume over the same period.
Despite this success, Idahoan sees vast headroom for further expansion. Household penetration in the UK remains below 5%, compared to 32% in the US where Idahoan features in nearly one in three homes. With unmatched flavour, convenience and now a fully recyclable paper pouch, Idahoan is confident that this innovation will further accelerate its growth and drive value across the category.
“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.”