Mash Direct has signed a UK-wide supply contract with Asda which will see seven new lines being sold in almost 400 stores in England, Wales and Scotland.
The new contract builds on Mash Direct’s existing relationship with Asda, and the new lines will be on shelves from 11 September, with 350,000 products expected to sell within the first week alone.
Mash Direct, the Northern Irish specialist in potato and veg-comprising convenience meals,has experienced rapid growth over the past 10 years, resulting in the company nearly doubling in capacity.
The new Asda export contract has contributed to the necessity to construct a 25,000 square foot factory this year, as well as job creation across every level of the business to fulfil demand.
The lines range from traditional favourites such as mashed potato to spicy chilli baby bakes – delicious baby potatoes sprinkled with breadcrumbs and seasoned with chilli. The majority of the potatoes and vegetables for the products are sourced fresh from the family farm.
Susannah Hassard, regional buying manager for Asda Northern Ireland and Scotland, said: “We are committed to supporting local companies and putting Northern Irish suppliers on the map. Mash Direct is a superb example of a high quality, local supplier which is continuing to develop and grow.
'We are delighted to be able to showcase this fantastic local product to a wider audience, and once again highlight the expertise of the Northern Irish agri-food industry.”
Jack Hamilton, marketing and export director at Mash Direct, added: “We have been working with Asda for a number of years, firstly in Northern Ireland and Scotland, and now in England and Wales. This progression has come about through years of hard work, innovation and determination - as well as from the foresight of Asda to see the potential to expand the category into new markets.
'From a family farm 10 years ago, to Mash Direct being on the shelves of 363 Asda stores UK wide it has been a fantastic journey – and one we feel we are only starting.'
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