Mash Direct - great example of applied “servitization”

20. March 2009 by Aidan.

One of my favourite examples of applying “servitization” to product development is the case of Mash Direct.

Mash Direct looked at what people did with potatoes when they got them home from the supermarket. A key step in identifying what value added services you can add to your products is to examine what your customers do immediately before and after using your product. In the case of potatoes, some customers were taking the time and effort to boil the potatoes and then mash them before they ate them.

Mash Direct decided to remove the time and effort for the customer and provide a range of quick-serve pre-mashed potatoes (and vegetables) that contain no artificial additives, preservatives or colourings and can be prepared in under 5 minutes.

Since forming in 2003, this family run business now has a turnover of more than £3.1M and supplies major supermarkets and other outlets in Ireland, Scotland and England. The business is profitable and has funded its own growth with limited borrowings. It now employs 44 people and spends more than £1.5M with local suppliers.

The company recently won an Ulster Bank Business Achievement Award in the Family Run Business Category and is a great example of using the service design process to develop new servitized products. Their food tastes great too.  

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