Tesco PLC (LSE:TSCO) has reported a boom in mashed potato sales with a new factory opened by its supplier to meet the demand.
Demand has soared since people started to work after lockdown, said the supermarket, with one million more packs of fresh ready-made mash sold in 2023 compared to the year before.
Cost of living pressures have added to the boom, with mash seen as a cheap and easy-to-make filler food.
Tesco's supplier is potatoes specialist Branston, not to be confused with the Mizkan-owned baked beans/pickles group (a different business entirely), which is coming up with new gourmet mash recipes to enhance the staple's appeal.
Demand for sweet potato mash, for example, has rocketed by more than 100% in 2023 versus 2022.
Tesco produce buying manager Alex Edwards told PA: “Britain’s millions of mash fans should be very excited by the news as our chefs have worked with Branston to excite existing recipes.
“What we’re planning to do is to take the mash-eating experience to the next level and make it more of a gourmet food that you’d find in an upmarket restaurant.”
Branston added it is experimenting with new additives such as root veg mash alongside parsnip, butter and seasoning to improve the taste.
Branston chief executive Jim Windle said: “Mash is one of Britain’s favourite comfort foods that needed a 21st-century makeover to delight and inspire customers across the new range.”