Mash Direct is claiming a UK first with the upcoming launch of a chilled dairy-free mashed potato product.
The mash, which is due to go on sale this autumn, was created in response to increasing demand for dairy-free options from consumers, the Northern Ireland-based prepared veg and ready meal supplier said.
It contains potato, olive pomace oil, salt and black pepper, as an alternative Mash Direct’s original dairy version, which is made using milk and butter. The supplier has also launched an accompanying dairy-free root veg product made from mashed carrot and swede.
Both new items have an rsp of £1.50, and Mash Direct is in talks to stock them in the UK’s major mults, it said.
“We’ve listened to our customers - we love to hear from them,” Jack Hamilton, marketing and new markets director at Mash Direct told The Grocer. “Seven years ago we responded to consumer demands to go 100% gluten free, and in the last few years the requests for dairy-free mash have become so numerous that we went into the kitchen to develop this new range.”
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