Smash (instant mashed potato)

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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 passable mashed potato substitute within minutes.

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 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. The texture of Smash is not identical to that of real mashed potato, being somewhat smoother.

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