Mash Direct wins five new Asda listings

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Nina Pullman

BY NINA PULLMAN

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Mash Direct wins five new Asda listings

New prepared veg dishes including sweet potato mash ‘Caribbean-style’ have launched in Asda stores across Northern Ireland

Mash Direct wins five new Asda listings

Mash Direct has won new listings in Asda 

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Northern Irish prepared veg producer Mash Direct has won a major new listing with Asda for five new lines of “easy-cook” veg.

The new products include sweet potato mash Caribbean style (350g), leek and potato mash (350g) and roast potatoes (400g), as well as larger pack sizes of mashed turnip (1kg) and carrot and parsnip (1kg).

They will be stocked in Asda stores across Northern Ireland, as the retailer's regional buying manager for Northern Ireland, Brian Conway, said “Mash Direct’s popularity with our customers is evident”.

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

“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.”

“The popularity of our locally-sourced range has seen Mash Direct grow into a £16m turnover company – with continuing expansion plans, including the recent completion of a new 25,000 square foot on-site factory.”

Conway said: “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. The new Caribbean sweet potato dish is sure to be an instant hit.”

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