Consumers, Europe, UK, Ireland, News May 2024, Retail

Britain’s mashed potato mania: Tesco and Branston team up to meet surging demand

Mashed potato sales have soared at a UK supermarket, with a new multi-million-pound mash factory opening to help meet demand. Tesco said its shoppers bought one million more packs of fresh ready-made mash in 2023 than in 2022, as Sam Russell reports for the Press Association (PA).

As lockdown ended after the pandemic and more people returned to work, demand for fresh ready-made mash began to rise. Demand increased further through the cost-of-living crisis, with mash seen as an inexpensive and homely old favourite.

Tesco said it has worked with Branston, one of the UK’s largest potato suppliers, on new gourmet mash recipes and that Branston has opened a new mash factory. The new facility, near Lincoln, has created 80 jobs to help meet the nation’s appetite for the potato dish.

Tesco prepared produce buying manager Alex Edwards said: “Britain’s millions of mash fans should be very excited by the news as our chefs have worked with Branston to excite existing recipes.”

Branston chief executive Jim Windle said: “We are proud and very excited to have brought the latest world-class food manufacturing technology alongside restaurant quality recipe design to uplift and elevate one of Britain’s best-loved foods. Mash is one of Britain’s favourite comfort foods that needed a 21st-century makeover to delight and inspire customers across the new range.”

Source: Press Association via Yahoo Finance
Cover image: Mashed potato being made at Branston’s new multi-million-pound mash factory near Lincoln. Credit Andy Weekes/ Branston/ PA

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