Mashed potatoes get steam-in-bag treatment

Ore-Ida, a Heinz brand, has launched Steam n' Mash™ to provide convenient side-dish preparation. The new line of frozen potato products is available in four varieties—Cut Russet, Garlic Seasoned, Three Cheese and Sweet Potatoes— and capitalizes on the growing popularity of steam-in-bag packaging in the frozen food category.

Scrubbed, peeled and chopped potatoes are packaged in a standup pouch produced by Alcan Packaging (www.alcanpackaging.com). The microwaveable bag has a proprietary laminated structure with in-register laser venting that is designed to help the pouch stand up to the high-heat levels attained during the 10-min cooking process.

Printed using 10-color flexographic reverse printing, the Steam n' Mash packaging serves as a high-impact pouch billboard with photography of the cut potatoes inside as well as the finished mashed product. Abbreviated microwave cooking instructions also are featured on the bag's front.