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Marlborough-based fine foods business wins Gold design award for new packaging

29 June 2021
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Potts Partnership, launched by husband and wife combo Owen and Michelle Potts in 2007 in the kitchen of the family's Marlborough home, has won a DBA Design Effectiveness Award for its sustainable packaging, which has been so successful, it’s opened up opportunities to develop further cooking products in cans and the business has grown from 10 to 25 staff to meet demand.

Potts' cooking sauces, gravies, stocks, pour-over sauces, dessert sauces and mayonnaises are made for people looking for homemade taste and authentic ingredients and are sold through farm shops, delis and other places across the UK.
Under pressure from competitors, stocks, gravies, sauces and condiments manufacturer, Potts’ Partnership needed to drive up listings and rate of sale. Looking to appeal to a more environmentally conscious consumer, the business wanted to move its core stock variants to an eco-friendly pack format.

Engaged to deliver a pack solution which would impact on plastic usage, London-based design agency This Way Up’s redesign of Potts’ stocks’ packaging was launched in 500ml standard drinks cans. Leveraging simplicity, bold use of colour and illustration, the Stocks in Cans design solution emphasises the stocks’ taste credentials, as well as the 100% recyclable drinks can format.

By amplifying food value, appetite appeal and recyclability, 250,000 cans were sold in the 12 months after launch. 311 per cent more than the 80,190 pouches purchased the previous year.

The design opened up listings in Tesco, which grew from 400 to 700 stores within a year. Potts’ rate of sale also accelerated from four units of stock per week, to nine, while across the year 1.3 tonnes of plastic waste was saved.


Nicky Godding is editor of The Business Magazine. Before her journalism career, she worked mainly in public relations moving into writing when she was invited to launch Retail Watch, a publication covering retail and real estate across Europe.

After some years of constant travelling, she tucked away her passport and concentrated on business writing, co-founding a successful regional business magazine. She has interviewed some of the UK’s most successful entrepreneurs who have built multi-million-pound businesses and reported on many science and technology firsts.

She reports on the region’s thriving business economy from start-ups, family businesses and multi-million-pound corporations, to the professionals that support their growth and the institutions that educate the next generation of business leaders.

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