Prepared veg and ready meal supplier Mash Direct has secured a half a million-pound deal to expand its range in Asda stores in Scotland.
As part of the deal, some of the Northern Ireland-based supplier’s newest products, including sweet potato fries, sweet potato croquettes, potato rosti, and carrot and parsnip fries, went on sale in the retailer this week.
The new listings bring Mash Direct’s presence in Asda stores to 23 SKUs, and are as a result of increased demand for alternative potato dishes, said sales director Lance Hamilton. Single-portion pots will also be available to keep up with consumer demand for convenience and portion size.
“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,” Hamilton added.
“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,” said Asda regional buying manager for Scotland Brian Conway. “The end result is an ever-evolving range of top quality, market-focused products which our customers know and trust.”