Mashtags, Birds Eye’s latest addition to the family dinner table, are potato shapes in the form of symbols popular on social media channels – so you can now scoff down on a hashtag, at sign or smiley.
The Mashtags packaging emphasises the social media slant on frozen food, describing the product as “#NEW #Tasty Pot@to Shapes”.
As well as #, @ and the loveable smiley, the edible symbols also include asterisks and lovehearts.
“The addition of Mashtags to our food range is an exciting development for Birds Eye,” said the company’s senior brand manager Pete Johnson. “Social media is all about conversation and we’re confident Mashtags will resonate across various groups of people.”
Johnson explained that the idea is to get people talking around the dinner table to make mealtimes more enjoyable. The reality may well be, however, that parents serve up a dinner of Mashtags and Alphabetti and youngsters sit there arranging their food into pithy 140-character remarks that they can then Instagram in silence.
Mashtags will be available in supermarkets such as Asda, Sainsbury’s and Tesco as of next month.