Building upon Potts’ prowess within premium tier, ambient cooking sauces, it perhaps wasn’t surprising that October 26 sees the Wiltshire-based business better placed than most to underline its strong presence within the culinary sweet spot that resides somewhere between scratch cooking and foolproof convenience.

A recent McKinsey report suggests that ’effort reduction’ not simply ‘time saving’ is the new call-to-arms within mealtime convenience and with 65% of UK households now owning an air fryer (UK has spent £18.3bn on air fryers since 2007), the market was ripe for a World Cuisine inspired range of easily squeezable, resealable & recyclable, ‘no nasties’ Pastes in Tubes

• Japanese – Miso, Tamari & Ginger Teriyaki Flavour – Air Fryer & Grilling paste
• S. Indian – Chilli, Kerala Masalal Tandoori Flavour – Air Fryer & Grilling paste
• Mexican – Honey & Chipotle Flavour – Air Fryer & Grilling paste
• Lebanese – Zaatar Spice Flavour – Air Fryer & Shawarma paste
• Korean – Gochujang & Rice Wine Flavour – Air Fryer & BBQ paste

Primed to provide high flavour intensity and flavour layering (gradually build in added depth & complexity), this vibrantly branded range globally inspired pastes brings new energy and disruption to the cooking sauces/world foods aisle coupled with planet-friendly (100% recyclable) aluminium tubes

Perfect for modern scratch cooking, air fryer feasts or marinades, this far-reaching collection of 5, globally inspired recipes will appear to everyone from inquisitive time-poor younger families through to accomplished home chefs and well-travelled foodies.