Mash Direct wins new Asda contract

By Gwen Ridler

- Last updated on GMT

Mash Direct to supply Asda with five new products. Asda’s Brian Conway (left) and Mash Direct’s Clare Foster (right)
Mash Direct to supply Asda with five new products. Asda’s Brian Conway (left) and Mash Direct’s Clare Foster (right)

Related tags Mash direct Tesco Potato

Mash Direct has won a new contract with Asda to supply the retailer with five new products.

The retailer will stock three new products from the Northern Ireland manufacturer. These are Sweet Potato Mash Caribbean Style (350g), Leek and Potato Mash (350g) and Roast Potatoes (400g).

Mash will also supply new larger pack sizes of its Mashed Turnip (1kg) and Carrot and Parsnip (1kg) exclusively to Asda.

The latest range of products will join the 23 already supplied to the retailer over the past 10 years.

Mash’s head of marketing Clare Foster said: “Mash Direct is delighted to build upon its existing relationship with Asda.

‘Respond with new and innovative products’

“By working closely with the retailer over the past 10 years, including initiatives such as the Supplier Development Academy and the Sustain & Save programme, we have gained an understanding of what the Asda shopper is looking for, and are able to respond with new and innovative products.”

Asda Northern Ireland regional buying manager Brian Conway said Mash’s products were already very popular with the retailer’s customers.

“By answering consumer demand for easy-to-prepare dishes which are free from artificial colourings, flavourings and preservatives, Mash Direct side dishes offer convenience and value for money – as well as a tasty addition to any dinner table.”

‘Answering consumer demand’

Mash’s new contract with Asda followed the producer’s £1M distribution deal with Morrisons​ in February, which saw five gluten-free products introduced to 380 stores nationwide.

Mash director Lance Hamilton said the Morrisons deal would equate to over £3M of revenue for the company over the next three years.

“Innovation has always been at the heart of what we do here at Mash Direct and we will ensure that we use this money to put back into the company and make sure that we continue to deliver the high standards and quality that our customers know and trust,” he said.

Northern Ireland-­based Mash Direct produces vegetable and potato dishes, ranging from traditional accompaniments to ready meals. It has more than 165 staff working at its site in Comber, County Down.

Meanwhile, meat processor Doherty & Gray has signed a £350,000 contract with Tesco Northern Ireland​ to supply own-­label burgers.

Mash Direct – double Food Manufacture Excellence Awards winner

Mash Direct saw success at last year’s Food Manufacture Excellence Awards (FMEAs), after winning two awards at the prestigious event.

The company was crowned Food Manufacture company of the year, for its excellence in category management and new product development.

Mash continued to raise it game in process innovation and by adopting clever marketing strategies for its extensive range of products, according to the judges.

It was also awarded Chilled and fresh produce manufacturing company of the year, fighting off competition from Samworth Brothers and SK Foods.

Meanwhile, the 2017 FMEAs are now open for entries. Find out how you could be in with a chance to win a coveted manufacturing Oscar here.

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