Mash Direct launches Skinny Fries SKU

Mash Direct (, the award-winning ‘field to fork’ vegetable accompaniments brand is launching its latest potato-based product to add to its innovative range in the form of a Skinny Fries SKU. The product is available to purchase in the Ready Meals and Fresh Produce aisles of Booths, Nisa, Costcutter, AF Blakemore and Budgens stores nationwide: RRP £2.00 (250g).

The Skinny Fries product offers Mash Direct’s famous home-grown potatoes thinly cut, coated in a light crispy batter and fried for a perfect texture. Oven-cooked in just 15 minutes from chilled, the product is gluten-free and also boasts three green traffic lights for being low in saturated fat, salt and sugar, and is full of natural veggie goodness. The well-known and well-loved version of chips is a great addition to any mid-week meal or perfect as part of a ‘Fakeaway’ meal at home at the weekend, be it with sausages, fish or simply on their own: lightly sprinkled with salt and dipped in ketchup.

In a year when health is even higher on the agenda that usual, recent research suggests that 68% of people try to eat healthily all or most of the time meaning much of the UK is looking for everyday products that the whole family can enjoy. Through this development, Mash Direct is tapping into this demand for a healthier version of chips, which were recently found to be the UK’s favourite dish.

Lance Hamilton, chief commercial officer at Mash Direct, comments: “Our Skinny Fries product has been a long time in the planning, and we are delighted to be kicking off 2022 with a brand-new SKU. Potatoes are at the heart of what we do at Mash Direct, and it’s always exciting to launch a new iteration of our fabulous home-grown potatoes, especially when it’s a classic such as Skinny Fries.

“We are always innovating to meet consumer demand, and offering our consumers quick and convenient solutions to satisfy the family at mealtimes.”

Mash Direct’s Skinny Fries are prepared immediately after harvesting, which ensures an unrivalled freshness of flavour and retains the natural texture and nutritional benefits of the produce. The Skinny Fries are also low in saturated fat, 100% gluten-free and free from artificial flavourings and colourings.

Mash Direct was founded and is led 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 lush green countryside 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.

Mash Direct’s innovative range is available in multiple retailers. In addition to Morrisons, much of the Mash Direct range can be found in Ocado, Co-op (421 stores), Nisa (482 stores) as well as Booths, Amazon Fresh and various independent retailers such Budgens and Keelham Farmshop.

The Mash Direct Skinny Fries (250g) can be purchased from Booths, Nisa, Costcutter, AF Blakemore and Budgens  stores across the UK, RRP £2.00