While a small percentage of us may be trying to give up carbohydrates in the hope of losing weight in the new year, most consumers will find it difficult to sacrifice their regular dose of potatoes. Chips have to be the ultimate comfort food, especially at this time of year, and producers are keen to benefit from our love of one of the nation’s favourite foods.
Chilled chips were first introduced in Europe in the late 1980s and thousands of tonnes are sold in the UK every week. The overwhelming majority of chilled chips are sold to wholesalers and the catering industry, although small volumes are also finding their way onto retail shelves. Chilled chips may still be more popular on the continent in countries such as Belgium and the Netherlands, but in-roads into the traditional, frozen-dominated UK chip marketplace are being made.
According to Mark Forbes of Farm Frites, the chilled chip sector is growing on average by two per cent a year, while the frozen chip sector is falling by five per cent.
“Chilled chips are seen as a healthy option and they’re also quicker to cook,” Forbes says.
Farm Frites is confident that its Fryers Gold chilled chip will continue to enjoy good demand. According to the company, this 15mm chip has a soft and creamy internal texture thanks to a unique production process. It is packed in a 2x5kg carton and has a 21-day shelf life from production. “Fryers Gold replicates the type of chip you get from the chip shop,” Forbes says. “It’s seen year on year growth of 2-3 per cent.”
Other firms keen to find favour include Belgian producer Mydibel. The firm entered the chip market in 1988 when it produced frozen chips and has since expanded its portfolio to include a wide range of frozen and chilled products.
Mydibel has sold frozen chips to the UK for a number of years and is now looking to enter the chilled arena. It launched its new 14mm cut-chilled chip on January 23 and the firm is confident it will be popular among UK consumers.
“After frying, this extra thick chip has more surface area than other chilled chips on the market hence producing a chip that contains less fat,” says Dennis Morgan, general sales manager, chilled division for Kiril Mischeff, agent for Mydibel.
“This new par-fried chip also has a 21-day shelf life and is the only one on the catering market to be packaged in 4x2.5kg bags. The standard pack is 2x5kg.”
As bags of opened chilled chips only have a few days shelf life, Morgan says that the smaller packs offer a host of benefits. “They protect the end users profit, there’s less waste and they’re easier to handle,” he explains.
Mydibel has taken its new chilled chip to retailers, where it is currently being tested. For this sector, the producer has packaged its product in a 1kg bag.
“As the new oven chip is a fresh-chilled product with many advantages over a frozen product, a strong place in the retail market over frozen must only be a matter of time,” Morgan claims.
Producers believe that the move towards healthier eating in the UK will have a positive effect on the chilled chip sector and that our UK eating habits may begin to mirror those of our European neighbours.
Morgan notes that in Europe, food shopping is done on an almost daily basis with consumers plumping for fresh or chilled products. While the UK tends to rely more on frozen snack food products, times are changing.
“The UK is fast becoming a fresh, chilled market and our shopping is focusing more on high quality, healthy foods,” Morgan says.
Dutch firm Lord Chips and its sister brand Aviko, one of the leading manufacturers of frozen and chilled chips and potato products, are keen to emphasise that chips don’t necessarily have to be bad for you.
“Recently, a major concern for the catering industry as a whole has been health concerns and in particular, chips have found themselves under attack,” says Francisca Bollema, brand manager for Aviko.
“However, because Lord Chips’ removes less water during frying, less fat is absorbed in its place, making for a healthier chip. Lord Chips products are pre-fried in unhydrogenated oils which are healthier as they contain less saturated fat and transfatty acids.”
Bollema says that chilled chips can also offer further savings as they are highly energy efficient in both storage and frying. “As they are stored at 0-4°C, they not only reach storage temperature quickly but also reach frying temperature rapidly too, meaning less energy is required,” she explains. “Because they reach optimum frying temperature faster, you also benefit from a quicker turnaround.”
Insiders in the chilled chip sector are keen to stress that developments are ongoing and believe that the sector’s willingness to adapt will prove advantageous.
“The main challenges and opportunities facing the industry are to do with change,” says Morgan. “There are so many other products now available to the consumer and in order to keep the chilled chip to the fore, the industry must change or lose out to other foods.
The wide range of foods on offer, whether it be pasta, ethnic or healthy ranges, means that all foods are struggling to achieve market growth.”
Promotions are one effective way to boost the profile of chips. February may be best known for Valentine’s Day but it is also the month of National Chip Week, which runs from February 13-19. This British delight celebrates its 15th year and a number of new promotions are set to tickle those tastebuds.
National Chip Week is organised by the British Potato Council (BPC) and aims to remind the nation of their love of chips, according to Caroline Evans, marketing executive.
“There’s lots planned to celebrate National Chip Week this year,” she says. “Given that 2006 is a World Cup year, the theme for this year’s Chip Week promotion simply had to be football!”
Hundreds of chippies across the country have registered to take part in this year’s fish and chip shop promotion. Shops will be decorated to celebrate National Chip Week and chip lovers will be able to pick up a scratch card when they buy their bag of chips.
Prizes on offer are five European two-night breaks to legendary footballing cities including tickets to a European club match, 1,500 limited edition Chip Week footballs and over 1m free portions of chips.
But if football isn’t your cup of tea, the BPC is also planning to set the nation’s hearts alight and get pulses racing with the search for Britain’s hottest new sensation - The Chippie Dales.
“We’ve been working hard to recruit fun fryers, rippling wrappers and saucy seasoners from all over the country who are game for a laugh,” says Evans.
The Chippie Dales will be revealed in time for National Chip Week, when they will be strutting their stuff in a special catwalk show in London.
BINTJE IS BEST
When it comes to potato varieties, Bintje is the one for the chilled chip sector. This Dutch variety is popular because of its versatility, according to insiders.
“Its length, taste and how it fries up all work in its favour,” says Farm Frites Mark Forbes.
Dennis Morgan of Kiril Mischeff, agent for Belgian producer Mydibel agrees. “Bintje has got a lot more taste and flavour than its rivals,” he says.
Harvesting of Bintje potatoes kicks off in September and availability on the UK market runs until June.
No comments yet