Mash direct

Northern Irish prepared veg and ready meal supplier Mash Direct will have a nationwide reach with Tesco from next week after securing listings in more than 100 Extra stores across England and Wales.

The deal will see the supplier add to existing listings in Tesco stores across Northern Ireland and Scotland with mashed potato (400g), carrot & parsnip (400g), green cabbage (280g), chilli baby bakes (370g), and potato croquette (300g) SKUs going on sale on 9 March (rsp: £1).

The products are gluten-free, free from artificial additives, preservatives and colourings, and low in salt, said Mash Direct. They are made using heritage vegetable varieties chosen for their flavour, not appearance, and freshly steam cooked after harvest “to seal in that home-cooked taste”.

Mash Direct began its expansion into the UK mainland in 2014 with nationwide listings with Ocado and Asda, helping it hit a record turnover of £14m. It has also secured nationwide listings with the Co-op Group, Nisa and Whole Foods Market, and last year won export orders to the UAE and Bahrain.

The Tesco listings followed a successful 2015 for the business, said sales director Lance Hamilton. “It’s great to see this success continuing with this significant new Tesco listing. We are looking forward to driving momentum further throughout 2016.”

The business reported annual revenues of £15m during 2015, up £2m since 2013. “We’re in a strong market position at the moment, as consumers are increasingly taking more care when it comes to eating healthily,” said MD Martin Hamilton. ”Quality and provenance are also key selling points for the brand.”