Mash Direct Beer Battered Chips for top British retailer

Northern Ireland's Mash Direct has won business with Morrisons in Britain for its unique Beer Battered Chips. The multi-award-winning manufacturing company, based on a family farm at Comber in county Down, is supplying its chips, which feature a craft beer batter, to the retailer's network of stores throughout Great Britain.

Mash Direct launched the gluten-free chips earlier in the year in Northern Ireland and has now won business in Britain for the innovative product which uses small batch ale from a small brewery in Belfast.

The company describes the latest business in Britain as a "very exciting development for another innovative product in its most important marketplace".

Established in 2004 as a farm diversification project by husband and wife team Martin and Tracy Hamilton, Mash Direct remains a family-owned and managed business.

The Northern Irish business has been at the forefront of the development healthy and convenient vegetable side-dishes such as mashed potato, champ and carrot and parsnip mash, as well as convenience meals over the past 13 years.

Director Jack Hamilton says the company developed a special gluten-free beer batter to lightly coat the potatoes and to create an innovative chip "that's completely different from others available in the market place and still stay true to our roots.

The beer-battered chips are the only fresh product of its kind available on supermarket shelves and have an oven cooking time of just 20 minutes", he adds.

The award-winning company is the market leader in quality, convenient 'field to fork' vegetable and potato dishes ranging from traditional accompaniments of mashed potato and champ to complete ready-meals.

The company was named Company of the Year at the Food Manufacture Excellence Awards 2016 and won the SIAL Gold Innovation Award in the Middle East for its Crispy Vegetable Bakes, a first international award for the company.

With a total of 19 Great Taste Awards to date, the Mash Direct range can be found in Tesco, Sainsbury's, Asda, Morrisons, Supervalu, Spar, Eurospar, Mace, Vivo, Coop as well as other independent stores.