Date: 28th July 2015

Title: Mash Direct’s Vegetable Burgers shortlisted for prestigious award in London

Mash Direct is celebrating the news that its Vegetable Burgers are up for a Grocer New Product Award this October.

The Grocer’s New Product Awards are an extremely prestigious set of awards, which are widely respected throughout the industry. The awards celebrate the outstanding innovation and quality in both food and non-food product categories, with winners chosen by a combination of consumer research and panel of experts.

Mash Direct’s Vegetable Burgers are shortlisted for the Vegetarian Sausages & Burgers
Category where the winners will be announced on Friday 2nd October 2015 at the London Marriot Hotel, Grosvenor Square.

Martin Hamilton, Managing Director of Mash Direct said: “At Mash Direct we are at the forefront of food innovation and it is wonderful to be recognised at this level.  With the Vegetable Burgers we wanted to keep the traditional flavours of our vegetables rather than being a mere meat alternative.  It is already our best-seller in London and Dubai and we think that it is a game-changer for us”.

Vegetable burgers have traditionally sat in the frozen section of supermarkets, focusing on imitating a burger rather than celebrating the vegetable aspect.  By concentrating on the origin and flavour of the vegetables Mash Direct have been able to produce a Vegetable Burger that is a not only healthy but also convenient and gluten-free.

As the farmers, Mash Direct can guarantee complete traceability for the vegetables which are grown and gently steam cooked on the family farm making it the only field-to-fork Vegetable Burger on the market.  Unlike other Vegetable Burger products, Mash Direct use their Great Taste Award winning vegetables to celebrate the flavours of their heritage varieties rather than hiding poor quality vegetables in a different form.

Mash Direct’s Vegetable Burgers are available in a variety of stores across Northern Ireland including Asda, Tesco, Spar, Dunnes Stores and NISA.


Media contact
Clare Forster
Mash Direct
02891 878316