As the UK gears up to celebrate National Chip Week (February 16-22), there can be little doubt as to the enduring popularity of one of the nation’s favourite foods. Statistics from the British Potato Council (BPC) reveal that Britons munch their way through a substantial 38,000 tonnes of chips a week.
In the face of adverse publicity generated by current concerns for health, the BPC has tirelessly championed the nutritional benefits of potato products as a whole, but that is not to say that producers have not adapted to demands for a healthier product.
“A significant trend in the UK and in Europe is for products to be healthy,” says Olaf Bluijssen, sales and marketing manager at Lord Chips. “In the potato industry we have a clear plan to fit in with this view and are developing new products around it. For instance, we have launched chips that are baked in olive oil for Sainsbury’s and in terms of frozen products, we are concentrating on developing ones with different flavours in order to offer more variety. Other products fit into the trend for quick preparation.”
In an increasingly competitive market it is important to offer something new, says Dennis Morgan from Bart’s Fresh Produce. “We need to go down a new road and find something different. Marketing share is being eaten away by other fast food products and it is vital that chips keep up and offer something new.”
With this in mind Bart’s Fresh Produce has developed a revolutionary new product in the form of water blanched chilled chips. The product, known as Fresh French Fries was launched at the beginning of this year and initial results have been encouraging “We launched the product at the beginning of January so it is still early days,” says Morgan, “Initially we carried out trials in the catering industry and in fish and chip shops and have had extremely positive feedback so far.”
BFP also produces other blanched potato products alongside both par-fried and frozen chips and Morgan believes that Fresh French Fries have huge potential for the market because they are the nearest product to home-made chips.
“No chemicals are used in the preparation process and because the chips are blanched at low temperatures the product keeps all its nutrients. The end result is a natural product and the difference in flavour is huge,” he says.
Cooking time is slightly longer for this product - approximately four and a half minutes as opposed to two to three minutes for par-fried chips. “The process used to create Fresh French Fries results in a moist end-product that is not in the slightest bit dry,” says Morgan, “and that’s very important for the caterer. This product is very good quality and offers a point of difference.”
The biggest change in the industry in recent years is the amount of producers that are on board, says Morgan, because the market has grown alarmingly quickly. “The idea for this product originated from chip shops, where everything is left in the product and we developed it from there. Essentially what we are doing is going back to the beginning and giving traditional quality chips - just like mum used to make them.”
Lutosa is in its fifth year in the UK in terms of chilled chips and is steadily developing its market potential. “When it comes to frozen product we have been in the UK since 1978,” says sales director Chris Mayhew, “and we are much more established. We are currently investing in a huge cold store for frozen chips and on this side of the business we are continually looking at ways of reducing fat. You can’t reduce the fat in chilled chips because it affects the quality too much, but on the frozen side we are looking at healthy options including lowering the salt content of products.”
The buzzword now is gluten-free, says Mayhew, which is something that applies to the coating on oven products. “We do have a research team working towards discovering healthy new options because it is such an important trend. We are also working on improving the shelf-life of our products and the dates we can supply are very competitive.”
Although Lutosa has invested in trialing new potato types it is still firmly behind the Bintje variety. “It is the potato that is commonly traded in the manufacturing industry,” says Mayhew, “and it has good flavour and a good dry matter.”
Supply issues have impacted on the potato processors in the last 12 months, and a general shortage of good quality produce has been cause for concern.
“We have had challenges this season,” says Mayhew. “Farmers have not had good reserves from the last two years and the crop is also down this year. We are now in a situation where farmers, wholesalers and merchants are trying to hold back supplies in order to increase the price, while manufacturers are trying not to buy too much. Now that we are half way through the season it is a pivotal time because the industry will realise how much is available for processing. It is a push-pull situation, however Lutosa is fortunate in that we have enough storage capacity to allow us to withdraw.”
The quality of produce has also been problematic. “The potatoes are smaller this year than last and we are having to be very stringent as quality is becoming more of an issue as the season progresses,” says Mayhew. “The problem is that last summer was very dry and that meant the potatoes were prone to bruising during harvesting and also had a high dry matter.”
The fact that potatoes have not been available in good quantities has resulted in high prices, and, says Bluijssen, this season’s smaller sizes have meant less length in chip sizes across the chilled and frozen sector.
Farm Frites chilled chips can be found in a number of fruit and vegetable wholesalers throughout the UK - where the product ultimately ends up in the hands or on the plates of restaurant and fish and chip consumers. “Whether you are preparing your own ware potatoes or using par-fried chilled chips, consumers demand quality and consistency which are both paramount to Farm Frites. We put a great deal of time and effort into sourcing raw materials, handling, processing and distribution to provide a stable product for 52-weeks of the year,” says the company’s Mark Robson.
“Farm Frites prides itself on being close to the end user and supply chain, which allows us to understand the problems and provide solutions. Farm Frites has a dedicated team of chefs who spend each day in catering units offering product advice and support. The main topics encountered are related to cost comparisons between hand made chips and processed par fried chips, the results of which surprise most end users. The team offers advice on best working practices for Farm Frites products such as frying and storage tips to oil management.
Farm Frites offers a full range of cutting sizes in chilled chips, these include 8mm, 10mm, 12mm, 15mm, Crinkle 12mm and Steakhouse chips. The latest addition to the stable is Fryers Gold, a 15mm chip with a soft and creamy internal texture thanks to a unique production process.
“Taste and visual appearance are important factors for the end user and consumer and regular competitor analysis show that Farm Frites has a right to be proud of its product range and support service,” says Robson.
Despite the over-riding demand for healthier products, it seems that the chilled chip sector does continue to expand. “There has been stable consumption for the past few years but chilled chips as a category are still growing,” says Bluijssen, “but then again there are more possibilities for people to eat out so that brings the sector to a balance.”
What has impacted on the industry is the variety of non-potato products that are now available. “A few year ago when consumers ate out, nine times out of 10 they would eat a potato product,” Bluijssen concludes. “Now there are just so many opportunities to eat all kinds of other produce - that’s the biggest threat to the industry.”
EAT CHIPS FOR A WEEK
National Chip Week gets underway on February 16-22. The week will be supported by an extensive media campaign that will include:
The launch of a new website, www.lovechips.co.uk to be promoted as the official chip fan club and used to generate extensive national and regional media interest during the week.
The record for the Biggest Bag of Chips is held in Belgium and the BPC will be attempting to break a new record for GB, offering media photo opportunities to supplement the website and provide further PR opportunities for chips.
The BPC’s Kathyrn Race tells the Journal: “National Chip Week is one of our favourite occasions from the yearly calendar. Fish and chip shops nationwide join in the fun and customers can even get involved to nominate their area’s ‘Best Chip Shop’. It’s all about embracing the best of British food and enjoying the chip in all its glory.”
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