Rising demand for mashed potato has prompted the opening of Britain’s biggest and most modern mash factory in Lincolnshire.
Last year, Tesco shoppers alone bought more than one million more packs of fresh, ready-made mash than in 2022, with the classic British staple proving very popular during the cost of living crisis.
While regular mashed potato is by far the most popular variety, sweet potato mash is currently creating the most considerable stir, with demand rocketing by more than 100 percent in 2023 compared to 2022.
Branston, one of the UK’s largest potato suppliers based in Lincolnshire, plans to launch the ultimate mash factory, creating 80 jobs to help it fulfil its ambitions.
“Britain’s millions of mash fans should be very excited by the news as our chefs have worked with Branston to excite existing recipes,” said Tesco Prepared Produce Buying Manager Alex Edwards.
“We’re planning to take the mash-eating experience to the next level and make it more of a gourmet food that you’d find in an upmarket restaurant.”
Demand for fresh mash started rising shortly before COVID-19, but lockdown encouraged a revival of Brits cooking from scratch as they had more time on their hands, which led to whole potatoes becoming more popular.
However, as the lockdown ended and people started returning to work, demand for fresh, ready-made mash rose again. It has continued to increase as a direct result of the cost-of-living crisis, with mash being seen as an inexpensive and heart-warming old favourite.
Branston has worked with Tesco food chefs to improve existing recipes and turn them into gourmet dishes. One example is Root Veg Mash, where increased parsnip, butter, and seasoning will deliver a sweeter and fresher flavour with added creaminess.
Another change is for Bubble and Squeak, where a more decadent recipe has been created to create a smoother taste.
With the mash processing factory now on site, the whole farm-to-fork process will produce far fresher-tasting products.
“We are proud and very excited to have combined the latest world-class food manufacturing technology with restaurant-quality recipe design to uplift and elevate one of Britain’s best-loved foods,” said Branston CEO Jim Windle.
“Mash is one of Britain’s favourite comfort foods, and it needed a 21st-century makeover to delight and inspire customers across the new range.”
