Delivering the perfect confectionery Easter mash up

An award-winning ‘field to fork’ vegetable accompaniments brand is launching what is reportedly a world’s first – a debut mashed potato Easter Egg, hitting shelves this month, writes Neill Barston.

The highly distinctive market novelty from Mash Direct is made with heritage varieties of potatoes on the family’s farm in Northern Ireland, and is sure to raise eyebrows as it is made available through selected retailers for £10 for a limited time only.

Capitalising on the nation’s love for both mashed potato and quirky Easter eggs, Mash Direct wanted to create this world first product for all fans of savoury rather than traditional sweet Easter eggs. The product offers Mash Direct’s famous home-grown potatoes mashed, encased with Belgian chocolate, shaped into a giant egg and chilled to keep its shape.

As an independent business, Mash Direct was established by Martin and Tracy Hamilton at their family-run farm in Comber, in 2004. They began farming the fields around Strangford Lough, with its history dating to 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.

Clare Foster, Head of Marketing at Mash Direct comments“We’re always innovating our delicious products to meet consumer demand, and we are really excited to launch something so different for the UK’s Easter celebrations. Whether people are a fan of mashed potatoes or Easter eggs we’re sure that everyone will love this product and it certainly makes for something different to give to friends and family!”

The Hamiltons have also involved their sons, Lance and Jack in their venture, which continues to go from strength to strength. It is located in the lush green countryside of County Down, close to the shores of Strangford Lough, with the family explaining they are especially proud to select older heritage varieties of vegetables for their products, chosen specifically for their flavour.

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