Snack packaging is mostly landfill in waiting, and we're not okay with that. So we've pledged that every piece of Serious Pig packaging will be kerbside recyclable by 2030. In 2025 we moved Snacking Pickles into kerbside-recyclable material, taking us from 24.9% to 44.3% of our packaging [by weight], and keeping up to 4.8 tonnes of plastic out of landfill (assuming you all do your bit and recycle!). Next up is the big one: Snacking Cheese, which means overhauling all of the packing machinery, not just swapping materials.
Recyclable isn't the finish line, though. From 2027 more councils will collect film, which helps, but it doesn't change how much new plastic goes into the world in the first place. So starting from our 2026 baseline, we're cutting the total amount of virgin plastic we use, year on year.