A “unique” family business selling gravy in beer cans is booming after selling seven million cans.

Potts’ was founded in 2007 by Owen and Michelle Potts in the kitchen of their Marlborough home and its first sauces launched the next spring.

Since then, it has continued growing and has been operating out of the Groundwell Industrial Estate in Swindon.

The firm has started selling its gravies and cooking sauces in beer-style cans, and is believed to be the first company in the world to do so, allowing it to grow “exponentially.”

Potts’ products are now stocked in all major supermarkets and the business shifts around 2.5 million cans of gravy every year.

Ian Butt, one of the directors, explained that the unique packaging strategy has given the business an edge.

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Potts' productsPotts' products (Image: SWNS) He said: “The uniqueness of the product helps us playing in the same field as some much bigger companies without having to spend the same amount in marketing.

“When people first see it they wonder whether it is a beverage or a beer but when you see them in the same category as the stocks and the gravies and the cooking sauces I think it becomes quite apparent.

“We have been quite intentional with how we communicate it in the can. But we are also happy to lean into the funny stories.”

The inspiration for this hook comes from the craft beer industry but has been combined with the right technology following a lengthy process.

Mr Butt added: “We are very inspired by the artwork and the interesting packaging that is emerging in the craft beer market and that would suit our products very well.

“It was a steep learning curve how to put the products into the can – which is why we are the only people doing it.

“The technology in order to put the products into a can is bespoke to us – it is proprietary technology that we developed.”

Canned products now represent about half of Potts’ business and Mr Butt believes this also has an environmental advantage.

He said: “Cans are recyclable – aluminium is 100 per cent recyclable.

“Traditionally it has been in plastic packaging or glass jars which are less recyclable historically than aluminium cans.

“The UK has some of the best recycling rates in Europe and we are all very familiar with the aluminium cans in terms of how you recycle them at home.

“It is a good opportunity to bring different packaging to the market.”

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