Smash (instant mashed potato)
Encyclopedia
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.
Launched in the UK by Cadbury (then best known as a manufacturer of confectionery) in the 1960s, Smash was reasonably successful. However, it was not until 1974 that Smash became popular in the convenience food
market after Cadbury launched an advertising campaign by agency Boase Massimi Pollitt
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
who launched a 'healthier recipe' version in 2006. Smash continues to be popular in the UK, selling 140 million servings a year. The texture of Smash is not identical to that of real mashed potato, being somewhat smoother.
The Martian adverts used in the 70s were voted no.1 in the 'ITV Top 50 adverts ever'. In recent years, flavoured varieties of Smash have also been made available, including Cheddar & Onion and Buttery.
Instant mashed potato
Instant mashed potatoes are potatoes that have been through an industrial process of cooking, mashing and dehydrating to yield a packaged convenience food that can be reconstituted in the home in seconds by adding hot water or milk, producing a close approximation of mashed potatoes with very...
in the United Kingdom
United Kingdom
The United Kingdom of Great Britain and Northern IrelandIn the United Kingdom and Dependencies, other languages have been officially recognised as legitimate autochthonous languages under the European Charter for Regional or Minority Languages...
. 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.
Launched in the UK by Cadbury (then best known as a manufacturer of confectionery) in the 1960s, Smash was reasonably successful. However, it was not until 1974 that Smash became popular in the convenience food
Convenience food
Convenience food, or tertiary processed food, is commercially prepared food designed for ease of consumption. Products designated as convenience foods are often prepared food stuffs that can be sold as hot, ready-to-eat dishes; as room-temperature, shelf-stable products; or as refrigerated or...
market after Cadbury launched an advertising campaign by agency Boase Massimi Pollitt
Boase Massimi Pollitt
Boase Massimi Pollitt is an advertising agency founded in October 1968 by Martin Boase, Gabe Massimi, and Stanley Pollitt.The three founders had previously worked at Pritchard Wood, but went their own way after failing to buy the company from its parent...
featuring the now famous Smash Martians
Smash Martians
The Smash Martians were the stars of a series of 1970's and early 1980's TV advertising campaigns for Smash instant mashed potato in the UK. They were a family of Martian robots who would watch humans laboriously preparing mashed potato the traditional way on TV...
, who would watch humans preparing mashed potato the traditional way on television
Television
Television is a telecommunication medium for transmitting and receiving moving images that can be monochrome or colored, with accompanying sound...
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
The Sunday Times (UK)
The Sunday Times is a Sunday broadsheet newspaper, distributed in the United Kingdom. The Sunday Times is published by Times Newspapers Ltd, a subsidiary of News International, which is in turn owned by News Corporation. Times Newspapers also owns The Times, but the two papers were founded...
and Channel 4
Channel 4
Channel 4 is a British public-service television broadcaster which began working on 2 November 1982. Although largely commercially self-funded, it is ultimately publicly owned; originally a subsidiary of the Independent Broadcasting Authority , the station is now owned and operated by the Channel...
.
The brand has since been sold by Cadbury and is now owned by Premier Foods
Premier Foods
Premier Foods plc is a British food manufacturer headquartered in St Albans, Hertfordshire. It is listed on the London Stock Exchange and is a constituent of the FTSE 250 Index.-History:...
who launched a 'healthier recipe' version in 2006. Smash continues to be popular in the UK, selling 140 million servings a year. The texture of Smash is not identical to that of real mashed potato, being somewhat smoother.
The Martian adverts used in the 70s were voted no.1 in the 'ITV Top 50 adverts ever'. In recent years, flavoured varieties of Smash have also been made available, including Cheddar & Onion and Buttery.