Mash’d snack pots
& pouches
Bringing a challenger brand into the UK market with confidence
A note from our team
The challenge
Mash’d had a strong product and a clear ambition: launch a range of instant mashed potato snack pots and side dish pouches into the UK.
The Mash’d concept
“Our range of instant mashed potato pots and pouches blend comfort and positivity with top quality ingredients to create wholesome, reliable and truly all good food!”
Entering a new market meant developing two different pack formats, sourcing packaging internationally, aligning print timelines with manufacturing, building shelf-ready packaging, and coordinating storage and distribution.
United under one roof
For a growing brand, managing all of that through separate suppliers can quickly become hard to control. Timelines drift. Communication fragments. Responsibility gets blurred. Not so with Alexir’s internal capabilities.
Mash’d wanted a partner that could take ownership of the moving parts and keep the launch on track. Having worked with us on other innovative products, Founder Chris Chew brought this new initiative to Alexir with complete confidence. He knew our facilities, understood that we had all the necessary equipment and certifications in place, and had experienced that we are very flexible and nimble. He knew we could get the product to market quickly and effectively.
The solution
From concept stage, Alexir worked alongside Mash’d as a delivery partner, working stage by stage with multiple divisions feeding into development.
Formats & designs
The team at Alexir Co-Packers, overseen by Jeremy Keable MD, were fundamental in helping develop the right pack formats for the two product ranges – pots for the snack range and pouches for the side dishes.
The clever branding and packaging design were created by George Hartley who had worked with the team before. The design needed to be bold and playful but still underpinned by all the environmental credentials that they wanted to convey.
As the product was new, Alexir Creative also created some wow buyer’s boxes for their sales team to take into the relevant category buyers. The packs were impressive in stature, and the design was bold and brave.
Packaging sourcing & coordination
Alexir International sourced the pots and pouches and managed print production. Packaging timelines were aligned with manufacturing schedules from the outset, reducing the risk of delays later.
Co-packing & delivering
Alexir Co-packers were fundamental in the blending and filling of the pack formats, palletising and delivering into the customer.
The products are now online in Amazon UK Buy online at Amazon UK. Other stockists include large distributor and wholesaler Cress Co.
The result
Mash’d launched successfully into the UK market on time and to brand standard.
More importantly, the infrastructure behind the product was built to support growth. As Mash’d scales, the operational model is already in place to support it.
This is how smaller brands grow with confidence. Not by stretching internal resource thin, but by working with a partner who understands both creativity and delivery.
Divisions involved
A note from our client
Your product deserves to
If you’re bringing something new to market, you need more than packaging. You need alignment across sourcing, manufacturing and delivery.
We can make it work seamlessly.
Got questions? Get in touch.
EXPLORE MORE CASE STUDIES
Octo & Co product range
“We’ve been working with the team at Alexir Digital on a range of packaging
solutions for our products and couldn’t be happier.” Find out why the team at Octo & Co are raving about us.
Itsu triple cavity meal trays
Discover how multiple iterations of this first-of-its-kind design were highly tested, and how we broke the boundaries of what we thought was possible with HALOPACK®.
Pukka "Workday Wellness"
This was the type of creative challenge Alexir thrives on. From blank canvas to stunning circular display, we turned up the creative dial to develop a whole new packaging format.
Amoy meal kits
A great example of how our multiple in-house divisions work together, rolling out NPD at a rapid pace and without any of the typical barriers that can occur without a turnkey solution.
The Giant Nutcracker "Treat Tower"
Costco challenged Alexir to create a big-impact concept, ready to gift and designed to be reused year after year (in just six weeks!). Discover how we embraced this bold brief.