Potts is poised to expand its operations into overseas markets by leveraging its innovative ‘chaos packaging’ strategy within the food and beverage packaging sector.
The stocks and sauces producer, Potts’, made its debut on supermarket shelves with the introduction of ‘chaos packaging’ in 2019. As a testament to its success, the brand’s canned products now account for over half of its revenue, having sold over 7 million units since launch. Moving forward, the company aims to extend its Swindon-based business by penetrating overseas markets, including Europe, the US, and Australia.
In 2019, Potts sought to adopt a fresh approach to food and beverage packaging for their stocks and sauces.
Commercial director Ian Butt drew inspiration from the surge in popularity of craft beer cans.
“There was a huge rise of interesting craft beer cans. The product was always stored in brown bottles with labels,” he remarked.
“We thought, because we make liquid products, that there must be a way to make this packaging method work.”
Confronted with challenges in packaging thicker liquid food products into cans, the brand innovated a bespoke method specifically designed for dispensing stocks and sauces.
“The process is a world-first, as far as we are aware,” notes Mr. Butt.
Since implementing the new strategy, Potts’ has successfully seen its stocks, gravies, and cooking sauces featured in all major supermarkets, receiving widespread positive feedback from buyers eager to promote sustainability.
Currently, the brand is engaged in discussions with major retailers across Europe, the US, and Australia, anticipating product launches in these new markets within the next 12 months.
