# Low-Fat Ready-to-Bake Fries Mash Direct Skinny Fries are Made with Home-Grown Potatoes By Michael Hemsworth | Published 2022-07-20 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/skinny-fries References: [conveniencestore](https://www.conveniencestore.co.uk/products/mash-direct-adds-skinny-fries-to-line-up/669598.article) & [mashdirect](https://www.mashdirect.com)  The [Mash Direct](https://www.trendhunter.com/trends/bangers-and-mash-deal) [Skinny](https://www.trendhunter.com/trends/the-skinny-cookie-co) [Fries](https://www.trendhunter.com/trends/five-guys-loaded-fries) are a home-grown potato product crafted with flavor, texture and convenience in mind for consumers to choose as a pairing with their favorite meals. The fries start off with thinly sliced potatoes that are coated in a light, crispy batter before being fried to perfection. The fries can be prepared at home by simply tossing them into the oven for 15-minutes, and are reported to be lower in salt, sugar and saturated fat than alternatives on the market. The fries come in 250-gram packs and are priced at £2 in the UK. Chief Commercial Officer Lance Hamilton commented on the new Mash Direct Skinny Fries saying, "Our Skinny Fries product has been a long time in the planning, and we are delighted to be kicking off 2022 with a brand-new SKU. Potatoes are at the heart of what we do at Mash Direct, and it’s always exciting to launch a new iteration of our fabulous home-grown potatoes, especially when it’s a classic such as Skinny Fries." ## Trend Insights (Trend Hunter) - Score: 1.0/10 - Popularity: 9% | Activity: 9% | Freshness: 12% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Low-fat Convenient Meals:** New products that offer consumers healthy and convenient meal options with a reduced level of salt, sugar, and saturated fat. - **Ready-to-bake Foods:** The growing consumer demand for foods that can be prepared quickly and easily at home, without sacrificing flavour and quality. - **Home-grown Foods:** An increasing interest in locally-sourced and environmentally-friendly foods that support local farmers and producers. ### Who This Affects Most - **Food and Beverage:** Manufacturers within the food and beverage industry can capitalize on the growth of low-fat and convenient meal options to meet consumer demand. - **Consumer Packaged Goods:** As consumers continue to seek out convenient and ready-to-bake options that meet their health and wellness goals, CPG companies can develop new products that offer convenience, flavor, and nutrition. - **Agriculture:** As demand for locally-sourced and sustainable foods continues to rise, farmers and producers can find opportunities to supply ingredients for ready-to-bake foods made with home-grown produce. ## Related on Trend Hunter - [Proper Frozen Fries Products](https://www.trendhunter.com/trends/crispy-crinkle-fries.md) - [Eco Air Fryer Fries](https://www.trendhunter.com/trends/skinon-fries.md) - [Family-Friendly Air Fryer Products](https://www.trendhunter.com/trends/mccain-air-fryer-range.md) - [Takeout-Inspired Frozen Fries](https://www.trendhunter.com/trends/birds-eye-crispy-chips.md) - [Air-Fried French Fries](https://www.trendhunter.com/trends/air-fried-french-fries.md) - [Shareable Potato Foodservice Products](https://www.trendhunter.com/trends/mini-mashers.md) - [Air Fryer-Approved Frozen Fries](https://www.trendhunter.com/trends/mccain-air-fryer.md) - [Slow-Baked Potato Products](https://www.trendhunter.com/trends/baby-hasselbacks.md) - [Savory Lower-Fat Potato Chips](https://www.trendhunter.com/trends/simply-roasted-sour-cream-chive.md)