Globally Inspired Mashed Potatoes

Since the start of the pandemic, flavored mashed potato manufacturer Idahoan Foods has reached five million new households and this is thanks to a shift in its marketing strategy and fun dance and recipe challenges on TikTok. Knowing that people were spending more time experimenting in the kitchen out of both necessity and entertainment, the brand repositioned its Idahoan fresh-dried mashed potatoes as a versatile staple for a wide variety of recipes, including globally inspired dishes. Idahoan Foods created the #IdahoanMash recipe challenge and shared inspiring ideas like Indian Butter Chicken Mashed Potato Bowls and Hawaiian Pulled Pork Mashed Potato Bowls. The revised strategy also included being aware of cooking fatigue and creating simpler recipes focused on just as much nourishment with more convenience.


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