KP Snacks’ responsible business plan set to save another 113 tonnes of plastic from UK landfill

By Gill Hyslop contact

- Last updated on GMT

Tyrrells has slashed its plastic packaging by 25%, boldly announced on its new packs rolling out across the UK this month. Pic: Tyrrells
Tyrrells has slashed its plastic packaging by 25%, boldly announced on its new packs rolling out across the UK this month. Pic: Tyrrells

Related tags: Tyrrells, Kp snacks, Sustainability, Plastic packaging, CO2 emissions

The UK snack producer is ramping up efforts to slash plastic packaging across its brands, with an additional 25% reduction for its premium potato chip Tyrrells range, with new packs rolling out on supermarket shelves this month.

A commitment to sustainable packaging is a key pillar of KP Snacks ‘Taste for Good’ responsible business plan, and saw the Slough-based company reduce plastic packaging by 410 tonnes across all its brands in 2021.

Research identified plastic waste as the top concern for Tyrrell loyalists, so the packs – featuring a bold flash that ‘We’re taking action with 25% less packaging’ – are sure to attract a wider pool of environmentally-conscious Brits. The reduction is expected to save an additional 113 tonnes of plastic per year.

Championing sustainability

“The new packaging reduction is key to the Tyrrells brand, and we are delighted to be championing not only great taste and quality but also sustainability,”​ said Dan Winslet, global Tyrrells marketing controller.

“We know that protecting the environment is a top priority, motivating purchasing decisions and we’re glad to be supporting both shoppers and our retail partners by slashing our plastic usage.”

Added Nicola Robinson, head of Sustainability at KP Snacks, “As a category leader, KP Snacks is dedicated to continuing to reduce plastic packaging as much as possible across our portfolio, while also focusing on supporting the development of recycling infrastructure in the UK.

“Last year, we joined the Flexible Plastic Fund, a cross-industry collaboration working towards a long-term vision of a circular economy for flexible plastics. This is an important step towards closing the loop on packaging materials as we seek to protect and preserve our environment.”

The winning case

According to Nielsen Scantrack, the Tyrrells brand was worth £57m retail sales value in the period to 18 June 2022, growing at a 3.1% MAT (Moving Annual Total). The brand has a 13.5% share of the UK’s Premium Crisps and Snacks, with value sales growing in the sharing segment.

The packaging of its sharing bags were recently reduced by 14%, resulting in smaller packs, and less space taken up in lorries. In fact, Tyrrells has been able to take 298 lorries off the road per year with the simple change, saving over 94 tonnes of CO2​.

No wonder the product is a win for 5.9m British households, with its target audience falling within the 45yr+ ABC1 (lower middle to upper middle class) category, as per Kantar WPO data.

All of Tyrrell’s packs can be recycled through the Terracycle recycling scheme – with locations across the UK.

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