This new listing includes six SKUs and follows Mash Direct’s successful partnership with Ocado, which currently retails 13 products from the range.
Together, they will help grow the business and expand its distribution network into Great Britain, building on a retail base in Northern Ireland and Scotland that includes Sainsbury’s and Tesco (among others).
The deal is a key part of Mash Direct’s growth strategy and will enable the business to capture a bigger share of the UK chilled ready meals category, valued at £1,382.8m at the start of 2014 following an expansion of 2.3% in the prior year.
Mash Direct is located in the green fields of County Down, close to the shores of Strangford Lough in Northern Ireland. The product range includes signature potato and vegetable mash to bakes and croquettes.
Martin Hamliton, founder and Managing Director of Mash Direct says: “A key part of the Mash Direct growth strategy is to expand our customer base in Great Britain. The brand is well established in Northern Ireland and Scotland but there is huge opportunity within the rest of the UK.
“Following our partnership with Ocado, our listing with Asda will allow Mash Direct to capture a bigger share of the expanding chilled ready meals category,” said founder and MD Martin Hamilton. “We’re delighted to be working with these two retailers and view them as the perfect partners to fulfil this goal.”
Mash Direct was launched by Martin and Tracy Hamilton in 2004, an entrepreneurial couple who started with a small farm shop. After successfully growing and selling vegetables for 25 years, Martin and Tracy embarked on a new direction for their farm, with the aim of ‘combining the tastes of yesterday with modern convenience and innovation’.
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