Both 40g and 150g packets of its Sea Salt & Malt Vinegar, Mature Cheddar & Onion, and Devon Roast Beef flavours, among others, now contain post-consumer recyclate.

Reportedly, the transition means that Burts Snacks is using the highest level of post-consumer recycled plastic of any hand-cooked crisps brand in the UK.

The new packs also feature a green flash to differentiate them from previous designs. They are expected to help lessen the company’s environmental impact, align with consumer demand for sustainability-minded packaging solutions, and support local suppliers.

Other steps taken by the brand include its efforts to reduce the thickness of its plastic films, lessen its cardboard consumption by 10%, and collaborate with local suppliers like South Devon Chilli Farm and Eversfield Organic to support regional producers and cut down on food miles.

“Over the past few years, we’ve carefully considered the different ways we can move to a more environmentally friendly packaging while keeping the same high-quality hand-cooked chips our customers know and love,” said Rikin Lakhani, managing director at Burts Snacks & Europe Snacks.

“The new PCR packaging will take used materials and incorporate it into new plastic, helping to create a circular economy and a happier environment. We know we have a way to go in terms of sustainability, but we’ve made some real strides recently and are constantly looking at how we can do better.”