The almighty Pringles tube is pretty much as iconic as the delicious saddle-shaped crisps within, having been taunting us for decades as we stuff our greedy hands inside to desperately reach the bottom - only to give up and chug what's left like a pint.
But while it's all fun and games for whoever's downing Pringles, the packaging that's left afterwards poses a problem - with the tubes having been dubbed a 'bastion of bad design'.
As they're made from a combination of foil-lined cardboard sleeve, metal base, metal tear-off lid and plastic cap, currently Pringles tubes are difficult to recycle, especially within the domestic setting.
But now Kellogg's, the company that owns Pringles, has come up with an innovative and eco-friendly new design.
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Kellogg's is trialling a new paper can, having also created two different types of lids - one made out of paper, and one made from plastic, both of which are recyclable.
According to the BBC, 90 percent of the new can is paper, while around 10 percent is a polyal (plastic) barrier that seals the inside to protect the food against oxygen and moisture.
And don't worry, Kellogg's has promised the two new packaging types will produce the famous 'pop' sound we all know and love.
The new tubes are being trialled in partnership with Tesco, with the manufacturer putting them on sale in a small number of stores in East Anglia.
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However, if this proves successful, Kellogg's said the new tube could be rolled out across Europe.
The new designs, which have been 12 years in the making, come as part of the company's pledge to ensure 100 percent of its packaging reusable, recyclable or compostable by the end of 2025.
Miranda Prins, Pringles Vice President, said the brand was 'eager to play our part and reduce our impact on the planet'.
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She said it was 'too early' to know say whether or not the new packaging would roll out on a permanent basis, but its trial would help Pringles 'understand if people like it and if it works on the supermarket shelf and at home'.
Simon Ellin from the Recycling Association welcomed the news, telling the BBC: "The Pringles tube has been a bastion of bad design from the recyclers' point of view.
"This new version is an improvement, and we broadly welcome it."
However, Ellin added: "But, frankly, if they are going to stick to a plastic lid that'll just add to problems with plastic pollution - people on picnics leave them behind and they find their way into streams and the sea. That plastic lid has got to go."
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Featured Image Credit: Kellogg's
Topics: Food, UK News, News, Recycling