Through research it was found that PepsiCo as a corporation have placed a major emphasis on sustainability through most of its business and manufacturing processes but there has not been much thought placed on what happens at the end of life of the packaging. The packaging used in the manufacturing process to produce Walkers crisps is not recyclable; due to the metallised nature of the plastic and there is currently no intentions on bringing a recyclable material to the main brands. Studies show a negative association with ‘branded litter’ (Parker and Roper, 2006) and so this project aims to provide PepsiCo and Walkers strategies in changing this perspective and provide a second life for the crisp packets.

Up-cycling products can be found on the Internet, made by end users and by businesses. TerraCycle operates a reward scheme in return for sending waste products to them. Co- oproducts aims to collaborate ideas for people to create new products from waste. These websites feature a number of designs including fashion items and shopping bags.

Primary research carried out aimed to justify which area of up-cycling designs hold the most promise and whether the strategy will work overall. Thus a questionnaire, interview and focus group were carried out. The results gained from both primary and secondary research support this movement as a viable strategy, which presents benefits for both Walkers and consumers. The questionnaire suggested an incentive scheme would be a positive idea if Walkers were to provide one. Of the two areas observed as products for up-cycling, the idea of a ‘bag for life’ proved most promising, particular importance as supermarkets charge for such bags.

The interview with Tracy Cordingley (Co-oproducts) also provided insight into up-cycling, as she believes that waste products make new and exciting textiles, whilst affirming the commercial viability of products made in this way.

The focus group also provides further evidence for an upcycling scheme, where the feedback was positive. The focus group were intrigued by the idea of reusing crisps packets as they agreed with the responsible way in which it will be reused, describing it as “innovative”.

Both primary and secondary research together supports the concept of an up-cycling program with the Walkers crisp packet. The benefits to Walkers would be brand equity and loyalty, increased sales through the use of successful media campaigns encouraging up- cycling whilst also rewarding customers. The idea of a ‘bag for life’ provides one positive example of a product that would work with the scheme, appealing to older people, especially mums, whilst media and advertising can begin to change consumer behaviour in younger people. Progressively an incentive scheme can be set up, with collection, cleaning and distribution, perhaps using the services of TerraCycle, to provide many products in exchange for sending crisps back.

If you would like to see the questionnaire completed for this research proposal, please click the below link:

Walkers questionnaire produced using Google Forms

This project was completed as group consisting of: