Mash and Puree Kit

Introduction and selling points

Laura Bowers Marketing Assistant 02/03/2009

Objectives

• 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.

Mash

• 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 disc

Bowl with fine mesh disc

Paddle

GearBowl with paddle and gear

Funnel Accessory in main bowl

Specification

Accessory includes:• Funnel• Drive shaft• XL drive shaft (for XL machines only)• Paddle• Fine mesh disc• Mash bowl• Retailing at £60

Testing

Highland Burgundy Red

Arran Victory

Vivaldi

Maris Piper

Sweet potato

Carrot

Parsnip

Apples, bananas and pears

Strawberries/blueberries/raspberries

Peaches and bananas

Testing

Highland burgundy – not ideal for mashing

Arran Victory – mashed with ease. Produced a fluffy, velvety mash.

Testing

• Vivaldi – effortless

• Maris Piper – produced thick mash

Testing

• Suede – great with another vegetable i.e. carrot

• Parsnips and Carrots – great for hiding foods

Testing

• Sweet potato – mashes effortlessly.

Testing

• Apricot, apple and banana – smooth mash, leaves a clean bowl.

• Peaches and banana – mashed effortlessly.

• Ideal for using in crumbles and fruit pies and also baby food.

Testing

• Blueberries/strawberries/raspberries

Testing

• The most a 5200 bowl will take is 1.2kg of potatoes:

More than enough for a family of 6

Strengths

• Enables consumer to be creative

• Healthy lifestyles

• Excellent add on for food processor owners

• Drives sales of food processors

• Versatile

Opportunities

• 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.

Selling points

• 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.

Selling Points

• Efficiency – the machine does all the hard work for you.

• Versatility – can be used for all sorts of fruits and vegetables.

Competition

• No competition from main competitors.

• Hand held potato mashers can be time consuming and hard work.

Conclusion

• 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.

Addendum

• For more information on the potato industry in the UK you can access articles on:

http://reports.mintel.com/• Also the website:http://www.britishpotatoes.co.uk/contains useful information on potatoes,

cookingmethods and varieties.