Mash Direct expands Morrisons partnership across 170 stores

By Gwen Ridler

- Last updated on GMT

Mash Direct has expanded its distribution deal with Morrisons
Mash Direct has expanded its distribution deal with Morrisons

Related tags fresh prepared meals

County Down-based fresh prepared vegetable processor Mash Direct has expanded its range and distribution at Morrisons stores across the UK.

The manufacturer’s product will now be available in 170 stores nationwide, boasting its reach as it attempts to meet demand in the growing ready meals category.

Mash Direct is supporting the expansion with the launch of four new products in-store and online – Mashed Turnip, Carrot & Parsnip, Curry Chips and Mashed Potato. They joined its existing lineup, which included Cheese and Onion Croquettes, Beer Battered Chips, Beer Battered Onion Rings and Bubble & Squeak.

Mash secured the initial £1m distribution deal with Morrisons early 2017​, which was valued to be worth more than £3m in sales for the company over three years.

Growing demand

Commenting on the new deal, Lance Hamilton – chief commercial officer – said: “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.”

Started by Martin and Tracy Hamilton at their family-run farm in Comber in 2004, Mash Direct supplies pre-prepared vegetable side dishes to major retail multiples, convenience stores and independents throughout the UK.

Last year, the company secured a £10m funding package to help increase production capacity and meet growing demand for its products.

Production line investment

The money from HSBC UK was used to add new production lines at its industrial kitchen, as well as a new onion peeler to help free up space in its peeling area. It is also investing in robotics and enterprise management software.

Mash Direct took home the award for the Most innovative small food or drink manufacturer of the year at the 2013 Food Manufacture Excellence Awards (FMEAs) and went on to win Food Manufacture Company of the Year at the 2016 ceremony.

The manufacturer is also a finalist at the 2022 FMEAs, in fierce competition with The Compleat Food Group, Charlie Bigham’s and Muller Telford to see who will be crowned Chilled, Fresh & Dairy Food Manufacturing Company of the Year.

Book your tickets now​ for your chance to be in the room when the winners are announced and spend the night celebrating the achievements of the food and drink industry at the 2022 Food Manufacture Excellence Awards.

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