Idahoan Perfect Mash Adds to UK Supermarket Portfolio

Instant mash potato brand Idahoan Perfect Mash has announced new national supermarket stockists in the UK.

As of March 2024, supermarket chain Iceland will stock the 4-portion 109g pouches of Idahoan Buttery and Cheddar Cheese flavours. This is an exciting and entirely new listing for the brand, not formerly available at the grocery chain.

In addition to this, Morrisons has added to its shelves the new, 5-portion, 183g ‘family pack’ of Idahoan’s signature Buttery flavour, as well as the Bacon & Cheese in 109g. With these additions, Morrisons now carries the largest range of any supermarket retailer.

Further to these listings of Idahoan’s sachets, Spar now stocks the Idahoan Perfect Mash ‘Pots’, which can be made on the go for a warming single portion of mash. Available in both Bacon & Cheese and Bubble & Squeak flavours, these have already seen strong sales figures, with three of the Spar depots showing outstanding sales and a 140% increase in sales where a previous year comparison is available.

Deane Ingram, Idahoan's UK Country Manager, says: “We are thrilled to continue adding to our portfolio of national and regional stockists through our exclusive distribution partner Euro Food Brands. Idahoan Perfect Mash as a brand is going from strength to strength in the UK—the numbers speak for themselves. We are working hard to continue bringing this quality convenience product to more customers.”

With these latest updates, Idahoan Perfect Mash, made using pioneering dehydration technology, can now be found across the UK at Tesco, Sainsbury’s, Asda, Morrisons, Waitrose, Coop, Ocado, Amazon, Iceland, Spar, OneStop, and Farm Foods.