Mash Direct (www.mashdirect.com) secures triple listing with Tesco – Retail Times



Award-winning, ‘field to fork’ brand Mash Direct (www.mashdirect.com) has secured a triple listing with Tesco to stock three of its hugely popular products ahead of winter ranging. From 12th September, Tesco will launch the Mash Direct Chilli Baby Bakes, Beer Battered Chips and Beer Battered Onion Rings into 61 stores across England and Wales. The vegetable accompaniments are designed to make cooking and preparing vegetable side dishes hassle free and easy to prepare for consumers. 

The national listing for the Mash Direct brand highlights the growth of consumer demand for high-quality and versatile convenience meals that can be incorporated into everyday family meals. The launch comes as the brand recently announced that it is expecting up to a 30% uplift in potatoes harvested this year, due to carefully planned planting of the right varieties and a fortunate mix of sunshine and showers.  The Mash Direct brand saw sales grow by 8% in the first half of 2022, with more consumers enjoying the versatile range of vegetable side dishes produced on the sixth-generation family farm.

Lance Hamilton, chief commercial officer at Mash Direct, comments: “We are delighted to secure these listings with Tesco and offer the taste of our farm-fresh produce to even more homes across the UK. Our field to fork award-winning vegetable side dishes are growing in popularity with consumers demanding healthy, convenient ready-to-eat vegetable accompaniments and we are really pleased to meet this need with our tasty range of products.”

All Mash Direct products are prepared immediately after harvesting. This ensures an unrivalled freshness of flavour and retains the natural texture and nutritional benefits of the ingredients. The full range is low in saturated fat, 100% gluten-free and free from artificial flavourings and colourings. 

Mash Direct is also committed to environmental management and assists in restoring farmland and biodiversity to improve the quality of water, air and soil. All packaging is 100% recyclable, ensuring that Mash Direct has improved its environmental footprint as part of its ongoing commitment to sustainability. In recent months the brand has also added eco labelling to five of its products to help consumers make more sustainable choices.


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Award-winning, ‘field to fork’ brand Mash Direct (www.mashdirect.com) has secured a triple listing with Tesco to stock three of its hugely popular products ahead of winter ranging. From 12th September, Tesco will launch the Mash Direct Chilli Baby Bakes, Beer Battered Chips and Beer Battered Onion Rings into 61 stores across England and Wales. The vegetable accompaniments are designed to…