Mash and Puree Kit
Introduction and selling points
Laura Bowers Marketing Assistant 02/03/2009
• Explain the link between potatoes and the UK
• Introduce the mash and puree kit
• Highlight its importance to the UK
• Stress the main selling points
Potatoes and the UK
• Linked with UK culture - many of the nation’s
favourite meals contain a potato component.
- Shepherds pie
- Fish and chips
• Retail sales will increase by 25% in 2011.
• Popular in terms of eating-out trends.
• Revived through gastro pubs.
• A comfort food, part of British heritage.
• Major component of family meals.
Evidence for use of potatoes
• Home cooking increasing in popularity.
• 12% year on year growth of organic potatoes.
• Retailers appealing to affluent market:
- M&S ‘Dug Daily’
- Booths ‘Dug this morning’
• Fresh potatoes lead at 59% value share.
• 2008 named ‘year of potato’ by the UN.
Mash and Puree Kit
Bowl Fine mesh Bowl with fine Paddle
disc mesh disc
Gear Funnel Accessory in
• The most a 5200 bowl will take is 1.2kg of
More than enough for a family of 6
• Enables consumer to be creative
• Healthy lifestyles
• Excellent add on for food processor owners
• Drives sales of food processors
• Consumers cooking at home more.
• Promotes fresh potatoes over frozen, less food
miles therefore economical.
• Fits in line with healthy eating – Government’s
campaign on healthy eating, change4life.
• Works well with potatoes ideal for mashing.
• Preparation enhances it’s efficiency.
• Ingredients – the fact that the consumer knows
exactly what is going into their food.
• Efficiency – the machine does all the hard work
• Versatility – can be used for all sorts of fruits
• No competition from main competitors.
• Hand held potato mashers can be time
consuming and hard work.
• Can be an important tool in the kitchen.
• Can be used throughout all seasons as a wide
variety of foods can be mashed.
• Potential to play a big part in healthy cooking.
• For more information on the potato industry in the
UK you can access articles on:
• Also the website:
contains useful information on potatoes, cooking
methods and varieties.