The Northern Irish mashed veg specialist currently supplies Tesco, Asda and Sainsbury's in Northern and the Republic of Ireland and Scotland, Spar stores in Scotland, and Booths and Spar in England. It has now won a listing for all of Morrisons' English, Welsh and Scottish stores.
A national listing with a big four retailer was the "ultimate goal", said general manager, Neil Houghton. "We see it as a major step for the business in terms of moving the product into the UK market for the first time on a proper scale."
Packs of mashed potato (rsp: £1.39), and carrot and parsnip mash (rsp: £1.49) went into Morrisons stores on Monday.
Mash Direct is looking for an English distributor in a bid to grow sales to independent and high-end mainland UK retailers.