Mash Direct secures £500,000 deal with Asda stores in Scotland

Mash Direct, the award-winning vegetable accompaniments brand, has secured a £500,000 deal in Scotland with the supermarket giant Asda. The deal will see Mash Direct supplying nine of its newest products across the region’s stores.

As part of this deal, Asda stores in Scotland will now be stocking Mash Direct’s new sweet potato fries, sweet potato croquettes, potato rosti, and carrot and parsnip fries. This is due to increased demand for alternative potato dishes. Single portion pots will also be available to keep up with consumer demand for convenience and portion size.

Mash Direct has been a long-standing supplier to Asda and its products are stocked across other major UK retailers including Sainsbury’s, Tesco and The Co-Operative.

Lance Hamilton, Sales Director of Mash Direct commented, “We are delighted to build on our 10 year working relationship with Asda by rolling out more of our products to its Scottish stores. The new products we will now be supplying to the region not only reflect our understanding of emerging food trends but also our desire to create top quality and innovative products in a competitive FMCG market.”

Brian Conway, regional buying manager for Asda Scotland, said: “We’ve worked closely with the team at Mash Direct over the last 10 years and have been impressed by the company’s innovative, forward thinking approach. The end result is an ever-evolving range of top quality, market-focused products which our customers know and trust.”

Mash Direct’s products are made using heritage vegetable varieties chosen for their flavour not appearance, and all the ingredients are freshly steam cooked after harvest to seal in that home-cooked taste. All of the products in the range are gluten-free, and free from artificial additives, preservatives and colourings and low in salt.

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