Potts’ Partnership Joins Forces with Ocado to Spread the Fricy World

'Fricy' is one of the hot foodie phrases of 2026, a playful mash up of fruity & spicy, which over the next 12-18 months is set to become the primary call-to-arms for large numbers of time-poor foodies.  

It’s also the perfect starting point to celebrate the beginning of a mutually beneficial union between Ocado & The Potts’ Partnership, an ambitious alliance committed to reviving interest in crafted, ambient cooking sauces.

Reaching out to discerning indies, ambitious supermarkets and online food & drink pioneers, Potts’ seeks to target inquisitive, time-starved foodies seeking swift yet flavour-packed, mid-week meals. 

Potts’ World Cuisine inspired cooking sauces come in an array of colourful, attention-seeking cans designed to bring some much-needed theatre and spice to a flat-lining ambient fixture dominated by drab, samey looking red sauces.

Whether we’re talking about the warm spicy yet tangy smokiness of a well-balanced Tikka, the earthy yet chilli-themed allure of a generously seasoned Enchilada sauce, the coconutty fragrance of an aromatic Keralan or the sweet spicy panache of a stylish Katsu, Potts’ has all bases covered in its far-reaching pledge to raise interest in chef-prepped, restaurant quality sauces.

According to Potts’ Commercial Director, Ian Butt, “Ocado is yet another perfect foodie platform for a premium-leaning cooking sauce provider like us that appeals to a younger, online savvy audience.  

The transition from single-plastic pouches to 100% recyclable aluminium cans was sparked both by the business’s staunch sustainability commitments and the realisation that cans provided the perfect 360 degrees branding estate that colourful brands like Potts’ crave.”

Potts’ commitment to chaos packaging cans had initially been inspired by the UK’s exploding craft beer fixture, which had seen drab brown bottles effortlessly replaced by colourful, attention-seeking design.

Determined to harness the same enchanting joie de vivre being promoted by the UK’s disruptive draft beer movement, whilst simultaneously tapping into the artistic stylized look being seized by growing number of historical ‘larder lightweights’ (sardines, olive oils & craft coffees), Potts’ was determined to work alongside progressive retailers like Ocado to reconnect with a younger, more travelled audience seeking  aspirational twists on timeless classics.

In its 1st incarnation, Ocado’s Potts’ April Alliance will include: a Tikka, a Thai, a Keralan, a Katsu, an Enchilada, a Fajita, a Mushroom & Truffle, a Korma and a Calabrese cooking sauce.

Pottspartnership.co.uk