Winners 2021/ Gold

Project: Potts' Packaging

Client: Potts' Partnership

Design: This Way Up

Potts Partnership’s more sustainable packaging for its stock range 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.

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, 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% 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.