Willowbrook Foods, a Northern Ireland-based grower, processor and supplier of prepared salad, potato and vegetable products, has launched a branded range of mash potato products named Mash Matters.

The range of microwaveable and oven-ready mash products, which builds on the company’s pre-packed peeled and chipped potato lines, is aimed at food retailers and the foodservice sector.

The lines have been produced to meet demands for healthier and more natural food, according to the firm. Most of the ingredients used in the new mash range have been grown and cooked on the firm’s 100-acre farm in Killinchy in County Down, and all the products are free from all artificial flavourings, colourings and preservatives.

The range features five flavours - Traditional Mash, Traditional Champ, Champ with Mature Cheddar Cheese, Carrot and Parsnip and an old Irish favourite, Traditional Colcannon.

The gourmet lines include Sweet Potato Mash, Sweet Chilli Mash and Italian Mash.

The Mighty Mash range for kids, which was specially designed for the busy parent in a 200g tray, is available in Carrot and Parsnip, Mash, and Champ.

The products have already been listed by Sainsburys.

John McCann, managing director of Willowbrook Foods, said: “Extensive market research and consultations with our consumer groups identified a gap in the market for the new products. These will be available to the retail and food services sectors and will compliment our extensive range of ready-to-use salad and vegetable products in all our markets.

“People today are becoming more aware of what they are eating and what they are feeding their children. Mash Matters uses only the best natural raw materials and offers a very healthy alternative.”