Wiltshire-based Potts Partnership is preparing to launch a new collection of Pastes in Tubes, aiming to bring bold international flavours and greater convenience to the cooking sauces and world-foods aisle.
Launching October 26, the five-strong range has been developed for shoppers seeking the balance between cooking from scratch and dependable, low-effort meal solutions. Each paste is supplied in a squeezable, resealable and recyclable aluminium tube, making it suited to portion-controlled marinades, air-fryer dishes, grilling and barbecue recipes.
The launch comes as air fryers continue to reshape home cooking habits. Potts said the range responds to growing demand for products that reduce the effort involved in preparing meals, while still allowing cooks to build flavour and retain a hands-on approach in the kitchen.
Five international flavour profiles
The range draws on popular global cuisines, with each recipe designed to add depth and intensity to a variety of dishes:
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Japanese: Miso, tamari and ginger teriyaki flavour air fryer and grilling paste.
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South Indian: Chilli and Kerala masala tandoori flavour air fryer and grilling paste.
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Mexican: Honey and chipotle flavour air fryer and grilling paste.
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Lebanese: Zaatar spice air fryer and shawarma paste.
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Korean: Gochujang and rice wine flavour air fryer and barbecue paste.
Potts said the recipes are designed for flavour layering, allowing home cooks to build richness and complexity gradually rather than relying on a single-step sauce.
Targeting modern home cooks
The new line is intended to appeal across a wide audience, from younger families looking for straightforward midweek meal inspiration to experienced home cooks and food lovers keen to recreate internationally influenced dishes at home.
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The recyclable aluminium packaging also forms part of the proposition, with the tubes offering a lower-waste alternative for cooks who want flexible, easy-to-store ingredients without sacrificing flavour.
Potts Partnership has built a strong presence in premium ambient cooking sauces, and the launch signals a move into a fast-growing area where air-fryer cooking, global flavours and convenience-led formats increasingly overlap.
More information is available from Potts Partnership.
