Mash Direct launches ready-to-eat Cabbage Bake edition

Award-winning, independent ‘field to fork’ brand Mash Direct (www.mashdirect.com) is launching a new ready-to-eat Cabbage Bake edition, created fresh on its farm with the true taste and texture of home-made.

Found in the fresh food aisle of Co-op Food, Booths and Cotswold Fayre (RRP £1.90), the product is ideal to enjoy as the seasons change and so is central to Mash Direct’s strategy to evolve its offering so it can meet consumer demand for convenience food in the autumn and winter in 2020. Indeed, the category has seen strong demand and is now worth £3.9 billion.

The Cabbage Bake combines steam cooked cabbage with a delicious rich and creamy sauce and a Cheddar cheese crumb. Suitable for vegetarians, the Cabbage Bake can be enjoyed on its own or as an accompaniment to meat, fish, or plant-based alternatives.

Jack Hamilton, chief operations officer at Mash Direct, comments: “We are pleased to launch our Cabbage Bake edition in Co-op Food, Booths and Cotswold Fayre. It’s a highly versatile product that is ideal to enjoy on its own or as a delicious accompaniment.

“We have seen an increased demand for high-quality, healthy convenience meals in the UK.  Perfect for the changing seasons, this new product will allow Mash Direct to meet continued consumer demand in 2020.”

Mash Direct is headed by the award-winning Hamilton family team: husband and wife Martin and Tracy and their sons, Lance, and Jack. The farm is located in the green fields of County Down, close to the shores of Strangford Lough in Northern Ireland, and the family is proud to select older heritage varieties of vegetables for their products, chosen specifically for their flavour rather than appearance.

All Mash Direct products are prepared immediately after harvesting. This ensures an unrivalled freshness of flavour and retains the natural texture and nutritional benefits of the ingredients. The full range is low in saturated fat, gluten-free and free from artificial flavourings, preservatives and colourings.

The Mash Direct family story:

Mash Direct is an independent company started by Martin and Tracy Hamilton at their family-run farm in Comber, in 2004. The Hamilton’s began farming the fields around Strangford Lough back in the 1800s and the land has been passed down through six generations, bringing with it a wealth of understanding and knowledge of the area and growing conditions.

After successfully growing and selling vegetables for 25 years, Martin, who is a fifth-generation son of the soil, and Tracy decided to embark on a new direction for their farm, with the aim of combining the tastes of yesterday with modern convenience and innovation.

Today, Mash Direct is a family affair with Martin, Tracy and both of their sons, Lance and Jack all helping Mash Direct on its journey to become a national, household name. From the initial dream of making traditional ‘Ulster’ Champ for convenience in 2004, the Hamilton family has grown Mash Direct into a National household brand, employing 217 people.

The Hamilton family developed a small factory on their farm to capture a traditional cooking style, specially designing and building a number of pieces of equipment including a unique masher and steam cooker. The bespoke equipment ensures that the vegetables can be steamed gently to retain optimum nutrients and capture the fresh harvested flavour and texture.

Mash Direct is also committed to environmental management and assists in restoring farmland and biodiversity to improve the quality of water, air, and soil.  All packaging is 100% recyclable ensuring that Mash Direct has improved its environmental footprint.