Sainsbury’s to stock three Mash Direct SKUs in field to fork brand’s debut with retailer

Award-winning, independent ‘field to fork’ brand Mash Direct ( has secured its first listing nationwide with Sainsbury’s to stock three SKUs of its hugely popular range ahead of the Christmas season. The range, which is designed to make cooking and preparing vegetable sides hassle free and easy to prepare for consumers, will also have two SKUs listed in Morrisons, as delivery slots start to get booked up by eager consumers preparing for get togethers or family entertaining next month. 

Sainsbury’s will launch the Mash Direct Broccoli with Cheese Sauce, Cauliflower Cheese and Red Cabbage & Beetroot SKUs into 590 stores nationwide. In addition, Morrisons will list two additional SKUs of Honey Glazed Parsnips and Red Cabbage and Beetroot alongside Mash Direct’s current listings of ten Mash Direct products. 

The two national listings for the Mash Direct brand highlight the growth of the consumer demand for high-quality and versatile convenience meals that can be incorporated at the family table. The category has seen strong demand in recent months and is now worth £3.9 billion. Likewise, the Mash Direct brand expects sales growth to exceed 10% with consumers enjoying its award winning ready-to-eat vegetable accompaniments that are created fresh on its family farm with the true taste and texture of home-made.

Lance Hamilton, sales director at Mash Direct, comments: “We are delighted to secure a listing with Sainsbury’s and Morrisons and offer the taste of our farm-fresh produce to even more homes across the UK. Our field to fork award-winning vegetable side dishes are growing in popularity with consumers demanding healthy, convenient ready-to-eat vegetable accompaniments at the family table.”

Mash Direct is headed by the 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, 100% gluten-free and free from artificial flavourings and colourings.