Case Study: Idahoan Chooses Tungate’s TG2 Kerbside Recyclable Laminates for Perfect Mash Relaunch

Introduction

In the fast-moving UK food and beverage market, packaging innovation is no longer optional – it’s a competitive necessity. With consumers demanding sustainable choices, and retailers enforcing stricter compliance with UK Plastics Pact and Extended Producer Responsibility (EPR) targets, brands are under pressure to transition away from traditional plastics.

When Idahoan, the leading provider of premium instant mashed potatoes, decided to relaunch its Perfect Mash sachets in the UK, the brand required a packaging solution that balanced sustainability, performance, and brand impact. Their choice: Tungate Group’s TG2 kerbside recyclable high-barrier paper laminates.

The Challenge

Idahoan faced a dual challenge:

1. Sustainability: Move away from non-recyclable plastic sachets and achieve their mission to ensure all packaging formats are recyclable and environmentally responsible.
2. Performance: Ensure the new packaging delivered equivalent barrier protection, shelf life, and packing line efficiency to the previous plastic-based solution – without compromising print quality or consumer appeal.

The solution needed to meet stringent retailer requirements while also aligning with Idahoan’s sustainability vision and operational standards.

The Solution: TG2 Kerbside Recyclable Laminates

Following extensive market research and packing line trials, Tungate’s TG2 recyclable laminates emerged as the optimal solution.

Key Benefits of TG2 Technology:

• 🌱 Kerbside recyclable paper structure – fully aligned with UK sustainability targets.
• 🔒 High-barrier performance – delivering shelf life equivalent to traditional non-recyclable plastic formats.
• ⚡ Improved machine efficiency – trials confirmed smoother line performance and reduced downtime.
• 🌍 FSC-accredited substrates – ensuring responsible, traceable sourcing.
• 🎨 Class-leading LED HD flexo print quality – creating standout packaging in crowded supermarket aisles.

Partner Perspectives

Tungate’s Sales Director, Gareth Partlett, commented:

“We’re delighted that Idahoan have chosen our market-leading TG2 paper kerbside recyclable material for the relaunch of this prestigious product range. These revolutionary materials provide exceptionally high barrier properties – giving equivalent product shelf life to the previous non-recyclable plastic materials, full FSC accredited paper, and class-leading print quality via our latest LED HD flexo technology. This enables the quality of the products to really stand out on shelf in a crowded marketplace.”

For Idahoan, this partnership marks a significant milestone in their sustainability journey. Country Manager Deane Ingram stated:

“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.”

Results & Market Impact

The collaboration between Tungate Group and Idahoan delivers:

• 📈 Enhanced brand reputation – aligning Idahoan with consumer and retailer demand for recyclable packaging.
• 🏭 Operational efficiency – improved machine performance compared to previous plastic solutions.
• 🌍 Sustainability leadership – setting a benchmark in the UK convenience food category.
• 🛒 On-shelf differentiation – superior print and material quality ensuring standout presence in the FMCG sector.

The new Perfect Mash sachets are scheduled to hit UK supermarket shelves in August, setting a strong example of how brands can transition to sustainable packaging without compromise.

Conclusion

This partnership demonstrates how Tungate Group’s TG2 kerbside recyclable laminates provide a future-ready packaging solution that balances sustainability, product protection, and operational efficiency. For food and beverage procurement professionals, the Idahoan case study illustrates how transitioning away from plastics can drive competitive advantage, compliance, and consumer trust.

📩 To explore how Tungate can help your brand transition to high-performance, sustainable packaging solutions, contact our team today.