Sales of British dinnertime classic soar as Tesco sells one million extra packs amid surge in demand
SALES of fresh mashed potato have soared, with Tesco shifting one million extra packs last year.
The surge in demand has led to supplier Branston opening a new factory.
Tesco said the smash-hit was down to customers returning to work after the pandemic and having less time to make their own.
Demand also increased because of the cost-of-living crisis, with the dish seen as an inexpensive, homely favourite.
While the supermarket said its regular chilled mash is by far its most popular variety, sweet potato mash demand more than doubled in 2023.
Tesco said it was working with Branston to create new gourmet recipes and improve existing ones, such as parsnip mash.
The supplier’s new facility, near Lincoln, has created 80 jobs.
Tesco 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.
“We’re planning to take the mash-eating experience to the next level.”
Branston’s Jim Windle said: “We are proud to 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.”