Chaos packaging adoption prompts Potts’ overseas sales drive
Potts plans to expand into overseas markets by leveraging its successful ‘chaos packaging’ strategy.
Stocks and sauces producer, Potts’, reached supermarket shelves using ‘chaos packaging’ that launched in 2019. Today, its canned products represent over half of its revenue selling over 7 million cans since their launch. Now the brand plans to expand its Swindon-based business by pushing into the overseas markets including Europe, the US and Australia.
In 2019, when Potts sought to adopt a new strategy for their stocks and sauces packaging,
Commercial director, Ian Butt, was inspired by the rise 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 said.
‘We thought, because we make liquid products, that there must be a way to make this packaging method work.’
Faced with issues in packaging thicker, liquid food products into cans, the brand had to develop a bespoke method to dispense the stocks and sauces into the cans.
‘The process is a world-first, as far as we are aware,’ says Mr Butt.
Since adopting the new strategy, Potts’ has seen its stocks, gravies and cooking sauces stocked in all major supermarkets and have received a positive response from buyers who have wanted to help push sustainability.
Now the brand is in talks with major retailers across Europe, the US and Australia and hope to see launches into the new markets over the next 12 months.
