Sweet Success: Pots & Co

The Challenge

Although Pots & Co had been an early and successful Challenger in the premium desserts category (and a pioneer of their eponymous ceramic pots), over the years some of the brand’s key equities had been tweaked, pushed aside or diluted, and a sense of the brand’s focus had been lost. After emerging from a significant period of retrenchment, the company’s leadership were facing increasing pressure to nail their rebrand, repositioning themselves as the top premium brand in a changing category.

The constraint? They had to do all of it in 4 weeks and with a tiny budget that could only cover a pack redesign.

The brief to eatbigfish was to help the Pots & Co team to develop a compelling, distinctive and differentiating brand narrative that could not only be brought to life on pack, but also that could give them a clear direction for their next steps like NPD, partnerships, PR and comms.

The Unlock

To clearly define a brand narrative that would live on and beyond the pack, we had to start with understanding what could really make Pots & Co cut through. Currently, the premium desserts category is dominated by brands using artificial preservatives and additives to give the illusion of homemade, or even healthier, products. Pots & Co, on the other hand, uses only natural ingredients to deliver their simple restaurant-quality desserts.

With this compelling product truth at their core, we helped the team unite around a galvanising belief that in a world of UPFs and artificiality, the brand would stand for keeping things real, a no compromise choice for the 'back of the packers', those who care about ingredients, taste and indulgence.

This clear new narrative helped the team identify which brand equities they could afford to sacrifice, and which messages to overcommit to on pack and on shelf, establishing them as the true challenger in the category.

The Output

Pots & Co rolled out their new packaging in retailers in April 2025, supported by a foodie-creator social strategy, which delivered category outperforming growth for the brand. Less than 12 months on they are now the fastest growing premium desserts brand in UK retail.