Mash Direct secures £1M Morrisons distribution deal

Mash Direct’s distribution deal with Morrisons could create £3M of revenue over the next three years. L–R: Tracy Hamilton, Jack Hamilton, Lance Hamilton, Martin Hamilton

Mash direct has secured a £1M distribution deal with Morrisons, which will see five gluten-free products introduced to more than 380 stores nationwide.

Morrisons will be the first UK supermarket to stock Mash’s fresh vegetable dishes nationally. The new product will be available in stores from February 20.

The five new products are: carrot and parsnip fries, crispy vegetable bakes, potato rosti (potato fritter), cauliflower cheese gratin and potato croquettes.

Mash director Lance Hamilton said the deal would equate to over £3M of revenue for the company over the next three years.

‘Put back into the company’

“Innovation has always been at the heart of what we do here at Mash Direct and we will ensure that we use this money to put back into the company and make sure that we continue to deliver the high standards and quality that our customers know and trust,” he said.

Northern Ireland-based Mash Direct produces vegetable and potato dishes, ranging from traditional accompaniments to ready meals. It has more than 165 staff working at its site in Comber, County Down.

The business achieved turnover of more than £15M in 2015, compared with £14.1M the previous year. It has also delivered reported year­-on-­year sales growth of £2M since 2013.

Its products are available at select Asda and Sainsbury stores, as well as online through Ocado.

Sales potential

Mash has plans to unlock the sales potential of the US and Middle East markets as well as consolidate sales in the UK and Ireland.

The company won the Food Manufacture Excellence Award for company of the year, for its excellence in category management and new product development.

Mash continued to raise it game in process innovation and by adopting clever marketing strategies for its extensive range of products, according to the judges.

It was also awarded Chilled and fresh produce manufacturing company of the year, fighting off competition from Samworth Brothers and SK Foods.  

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