Frylight, the UK’s number one spray oil brand[1], has introduced a fully recyclable spray pump across its range to help consumers make more sustainable choices in the kitchen.
The move comes as new research from the brand reveals widespread confusion around packaging disposal and environmental claims within the grocery sector. The study found that 2 in 5 shoppers have avoided purchasing a food product because they were unsure how to correctly recycle its packaging, while almost a third (29%) said that fully recyclable packaging would help them make more sustainable purchasing decisions.
The research also uncovered a significant knowledge gap around environmental messaging, with many consumers admitting they are confused by packaging claims and unsure what they mean in practice. Nearly 2 in 5 shoppers (39%) say they do not understand the environmental claims made on packaging, highlighting the need for clearer, simpler communication. Younger consumers are particularly affected by this confusion with 67% of 25-34-year-olds saying that uncertainty about whether the packaging can be recycled has actually deterred them from purchasing a product.
At a time when only 51% of plastic packaging is effectively recycled in the UK, packaging design has a critical role to play in improving recycling outcomes and simplifying the process for shoppers. Frylight is doing just that with the introduction of a new fully recyclable spray pump.
The pump has been completely redesigned and optimised and is now made entirely from plastic. The metal spring typically found in spray mechanisms has been removed. As a result the entire bottle can be recycled as one unit, with no need for consumers to separate components before disposal. The change has been implemented to improve “real-world recyclability”, ensuring the packaging is compatible with existing UK recycling systems and aligned with guidance from bodies including OPRL, WRAP and RECOUP.
Al Flynn, senior brand manager at Frylight, said: “It’s clear from the data that consumers want to make better choices, but confusion around packaging is getting in the way. In some cases, it’s even preventing purchases altogether.
“This change is centred around the needs of the average UK shopper. By redesigning our packaging and working within existing recycling systems, we’re removing any guesswork and making it easier for people to dispose of the product after use.”
The innovation reflects Frylight’s commitment to making sustainability simpler and more accessible for consumers.
The packaging rollout has been supported by an integrated campaign including OOH, social and in-store. Designed to reinforce Frylight’s core proposition, the campaign brings to life the ease and convenience the brand offers through its new creative platform, ‘Spray. Sizzle. Sorted’. Expected to reach 50% of UK adults, it aims to drive penetration among both lapsed shoppers and a new, younger audience.
[1] Circana + Kantar 52wk data to 21st March 2026
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