Mash Direct expands Morrisons partnership across 170 stores

Mash Direct (www.mashdirect.com), the award-winning ‘field to fork’ vegetable accompaniments brand, is expanding its innovative range and distribution at Morrisons with the launch of its Mashed Turnip, Carrot & Parsnip, Curry Chips and Mashed Potato in-store and online.

Mash Direct will now be available at an additional 170 stores. Its Mashed Turnip (RRP 90p), Carrot & Parsnip (RRP 90p), Curry Chips (RRP £2) and Mashed Potato (90p) will be sold at the retailer alongside its existing line of SKUs, which includes Cheese and Onion Croquettes, Beer Battered Chips, Beer Battered Onion Rings and Bubble & Squeak.

Through this development, Mash Direct is meeting demand in the UK’s burgeoning ready meal category and for restaurant quality food that can be conveniently prepared and enjoyed at home. Indeed, premium ready meal sales have seen a 10%[1] boom over the past 12 months.

Lance Hamilton, chief commercial officer, comments: “Mash Direct is delighted to partner with Morrisons to help meeting growing consumer demand for high quality and convenient ready meals. Our innovative range of field to fork vegetable accompaniments make dinnertime easier and healthier for families across the UK so we are thrilled that are products are now available to more consumers than before thanks to our range and distribution expansions with Morrisons.”

Mash Direct was founded and is led by the award-winning Hamilton family team: husband and wife Martin and Tracy and their sons, Lance and Jack. The farm is located in the lush green countryside of County Down, close to the shores of Strangford Lough in Northern Ireland, and the family is proud to select older heritage varieties of vegetables for their products, chosen specifically for their flavour.