Mousline Seeks Recovery After Difficult Year Marked by Falling Sales and Loss of a Major Client

French instant mashed potato brand Mousline is looking to recover after a difficult 2025, which was marked by declining sales, a poor potato harvest, and the loss of a key customer.

Located in Rosières-en-Santerre, about 40 kilometers from Amiens in northern France, the company operates its only production site in the middle of the potato fields that supply its famous mashed potato flakes. However, 2025 proved to be a particularly challenging year.

According to CEO Philippe Fardel, the company was hit by weather-related issues after hailstorms damaged part of the potato crop over two days, leading to one of the weakest harvests in years.

Philippe Fardel, Chief Executive Officer (CEO) of Mousline:

"2025 was marked by lower sales than expected."

Exports Decline After Recipe Change

Four years after separating from food giant Nestlé, which originally created the Mousline brand in 1963 through its Maggi subsidiary, the company continues to refine its recipe without altering its taste. 

A previous decision to remove the "Maggi" name from the packaging negatively affected the brand’s image, particularly in Spain and the Netherlands. As a result, export sales fell significantly. 

Overall, Mousline recorded a 15% decline in export sales between 2024 and 2025, according to the company.

Loss of Nestlé Contract

The company also lost a business-to-business contract with Nestlé, which used Mousline potato flakes for industrial food products such as gnocchi and chips. 

Although B2B sales represented only about 7% of Mousline’s business, the loss would have been more severe if the company had not secured new customers during 2025.

The company attributed the decline in potato purchases partly to an unusually early and prolonged spring, which reduced consumer demand for mashed potatoes.

Potato Crisis

Mousline transformed approximately 80,000 tonnes of potatoes in 2025, its lowest volume in four years and significantly below its normal annual processing level of around 100,000 tonnes. 

As a result, annual revenue is expected to reach €71 million (USD 82.4 million), down from €76 million (USD 88.2 million) in 2024 and €66 million (USD 76.6 million) in 2025

Despite the setback, company management remains optimistic.

Philippe Fardel:

"It is far from a disaster. Our results remain positive, and Mousline is still the leading mashed potato brand in France."

Sales continue to be supported by supermarkets, convenience stores, restaurants, and hospitals.

Continued Investment

Despite lower sales, Mousline is maintaining its investment strategy.

The company has allocated €14 million (USD 16.2 million) to build a new production line for its premium products.

Philippe Fardel:

"We remain committed to smaller projects as well, such as installing a water recycling system."

New Shareholders Support Growth

By the end of June, two of Mousline’s three investment funds, along with Alliance Entreprendre, injected €5 million (USD 5.8 million) into the company to support its development and help it navigate the challenges affecting the potato market.

Potato Market Challenges

France has experienced a surplus potato harvest, leading to lower prices. Ironically, this has reduced Mousline’s competitiveness because nearly all of its potatoes are sourced locally within a 200-kilometer radius of its Rosières-en-Santerre factory.

Meanwhile, potatoes sold on the open market have become cheaper than those supplied under Mousline’s long-term contracts with growers.

Focus on Innovation

Despite these challenges, Mousline remains committed to maintaining its leadership in the French mashed potato market.

Exports currently account for around 20% of the company’s core business in Europe, with Canada becoming a market by the end of the year.

Since 2023, the company has invested €3 million (USD 3.5 million) in a new research and development laboratory. The facility enables testing of new recipes and the direct incorporation of natural ingredients, including rosemary, to improve product quality.

The company has also invested an additional €200,000 (USD 232,000) in a new production line dedicated to premium mashed potato flakes for private-label retailers, representing around 10% of its business.

Looking ahead, Mousline plans to diversify beyond mashed potatoes by introducing plant-based spreads. The goal is to reduce the seasonality of the business, as demand for mashed potatoes is highest during winter.

The new range is expected to launch in mid-August.