New Pringles Packaging Shows How To Embed Business Thinking Into Sustainability

Pringles is the latest major brand to show that simple, thoughtful changes to packaging can have a powerful impact.

‍From next month, its 53g potato chips will come in a shorter can that still holds the same amount of product. A 10% reduction in height will see 37,000 kilograms of packaging material removed from the Australian and New Zealand markets every year.

This is not Pringles’ first move toward a lighter footprint. In 2022, it swapped its plastic lid on the 53g can for a tear-off seal, significantly cutting plastic use. Now, with this new update, Pringles is once again proving that integrating business thinking into sustainability strategy is not only possible but makes commercial sense.

Simplicity drives impact

Pringles’ approach shows that the most effective packaging changes do not need to be revolutionary or complex. Instead, they focused on two interventions:‍

• Remove excess material - Replacing the excessive plastic lid with a tear-off seal meant less single-use plastic placed on market.
• ‍Shrink dimensions - Reducing the can height by 10% reduces material use without changing the customer experience.

Each of these two steps, taken individually, delivered measurable results. Together, they build an example of what can be achieved through a strategy focused on material reduction.

Less material, less cost, less impact

Material reduction means less cost, less environmental impact and optimised logistics.

With a shorter can:

• Pringles reduces the overall weight of each unit, improving transport efficiency.
• Less plastic and fibreboard are required, cutting material sourcing costs.
• Retailers can potentially stock more units per shelf or pallet, optimising distribution.

This is a straightforward business case that delivers tangible environmental benefits. It highlights that material minimisation is not just a sustainability issue. It is an operational and commercial opportunity.

A model for future packaging strategies

The success of this initiative shows a clear direction of travel for brands serious about sustainability. Keep it simple, think commercially, and act decisively.

Businesses do not need to overhaul their entire packaging system overnight. They can focus on identifying practical, incremental steps that lead to real reductions in the amount of material placed on market.

At Phantm, we work with brands to identify these types of opportunities. Simple interventions that balance cost savings, environmental benefits and operational improvements. Pringles’ update is a reminder that packaging optimisation is no longer just a nice to have. It is a business opportunity that forward-thinking brands are embedding into their core strategy.

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