Mash Direct marks 10th anniversary with new Asda contract

Award-winning Co Down food company, Mash Direct has won a new supply deal with Asda which will result in nine new product lines, including its recently launched sweet potato fries range, being stocked in stores across Northern Ireland and Scotland.

Comber-based Mash Direct, which is regarded as a market leader in the vegetable accompaniment sector is one of the longest standing local suppliers to Asda, having traded with the supermarket for the last 10 years.

Worth over £500k per annum, the new contract win features a number of innovative product lines, such as Sweet Potato Fries, Sweet Potato Croquettes, Potato Rosti, and Carrot & Parsnip Fries, reflecting emerging food trends and the growing demand for alternative potato dishes.

Asda is the first multiple to stock the new sweet potato range from Mash Direct.

With convenience and portion size also high on the agenda for today’s consumer, the contract includes a range of single serve pots (200g) featuring four of the company’s top selling mash dishes - potato, champ, turnip and carrot & parsnip.

Brian Conway, Regional Buying Manager for Asda NI said: “We’ve worked closely with the team at Mash Direct over the last ten years and have been impressed by the company’s innovative, forward thinking approach. The end result is an ever-evolving range of top quality, market-focused products which our customers know and trust.”

With a total of 23 of its products now supplied to Asda stores across Northern Ireland and Scotland, Clare Forster, Head of Marketing, Mash Direct added:

“Over the last 10 years we’ve developed a strong and productive working relationship with Asda. Participation in initiatives such as its Supplier Development Academy and the Sustain & Save programme, have helped us to better understand and respond to the needs of Asda and its customers, and to achieve record-breaking growth. We’re delighted to see our latest products stocked on the shelves of the NI and Scottish stores and look forward to taking our partnership to the next level.”

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