Potts’ established strength in premium ambient cooking sauces makes its October 26 launch a natural extension of the brand’s position in the space between traditional scratch cooking and dependable convenience.
A recent McKinsey report identifies ‘effort reduction’, rather than simply ‘time saving’, as the next major priority in mealtime convenience. With 65% of UK households now owning an air fryer—and consumers having spent £18.3 billion on air fryers since 2007—the timing is right for a new World Cuisine range of convenient, resealable and recyclable Pastes in Tubes, made with ‘no nasties’.
The collection includes:
– Japanese Miso, Tamari & Ginger Teriyaki Flavour Air Fryer & Grilling Paste
– South Indian Chilli and Kerala Masala Tandoori Flavour Air Fryer & Grilling Paste
– Mexican Honey & Chipotle Flavour Air Fryer & Grilling Paste
– Lebanese Zaatar Spice Flavour Air Fryer & Shawarma Paste
– Korean Gochujang & Rice Wine Flavour Air Fryer & BBQ Paste
Designed to deliver bold flavour intensity and support flavour layering, the range enables cooks to build greater depth and complexity throughout preparation. Its vivid branding introduces fresh energy to the cooking sauces and world foods aisle, while the 100% recyclable aluminium tubes support growing expectations around food and drink sustainability and responsible food and drink packaging.
The five globally inspired recipes are suited to a wide range of occasions, including everyday scratch cooking, air fryer meals and marinades. They are designed to appeal to curious, time-pressed younger families as well as experienced home cooks and well-travelled food enthusiasts.
The launch reflects several wider food and beverage industry trends, including demand for convenient products with premium flavour, international inspiration and simpler preparation. It also aligns with current food manufacturing trends and advances in food processing technology, while responding to evolving food and drink consumer trends. As food distribution trends continue to favour versatile, high-impact products, the range offers retailers an accessible proposition for the modern world foods category.
With its globally influenced recipes and practical format, the collection also demonstrates how food and drink industry innovation can support contemporary food and drink marketing strategies while meeting the expectations shaped by food and drink regulations.
Indicative retail price: £3 for 100g.