Grace's Guide

British Industrial History

Grace's Guide is the leading source of historical information on industry and manufacturing in Britain. This web publication contains 147,403 pages of information and 233,519 images on early companies, their products and the people who designed and built them.

Smash

From Graces Guide

Jump to: navigation, search

Smash is a brand of instant mashed potato in the United Kingdom. The preparation of Smash is extremely simple - the granules are placed in a bowl and boiling water is added and stirred producing a mashed potato substitute. The texture of Smash is not identical to that of real mashed potato, being somewhat smoother.

1969 Smash was first launched in the UK by Cadbury (then best known as a manufacturer of confectionery), being, at that time, reasonably successful.[1]

1974 Smash became popular in the convenience food market after Cadbury launched an advertising campaign featuring the now famous Smash Martians, who would watch humans preparing mashed potato the traditional way on television instead of using potato granules. The catchphrase 'For Mash Get Smash' is still a memorable advertising image within the UK. The 1970s adverts were voted TV ad of the century by Campaign Magazine, and 2nd best television advert of all time in a 2000 poll conducted by The Sunday Times and Channel 4.

The brand has since been sold by Cadbury and is now owned by Premier Foods. Smash continues to be popular in the UK, selling 140 million servings a year.

In recent years, flavoured varieties of Smash have also been made available, including Cheddar and Onion and Buttery.

2008 A new healthier recipe has been introduced with the re-launch of the brand. [2]

Sources of Information

  1. The Times July 29, 1970
  2. [1] Premier Foods