Chips come in a wide variety of shapes and sizes, and account for around a third of the entire UK potato crop. And this year is set to be a promising one for the sector, as the economic downturn sends UK consumers racing for comfort foods.
The wide range of chilled chips can offer a number of advantages; they can be kept in the refrigerator for up to three weeks, are easy to prepare and have a faster cooking time than frozen chips, therefore saving on time, cooking products and energy.
At a time when consumers are looking for healthy and good-value food, thick-cut chips cooked in sunflower oil are winning their hearts and pockets.
Few of us can resist chips on a cold winter evening and demand is set to rise once again as National Chip Week takes centre stage. This year’s event will run from February 9-15, and the Potato Council, which co-ordinates the event, expects it to generate in excess of £2.75 million worth of coverage. Fish and chip shop outlets are not the only ones set to benefit. Two-thirds of shops report a sales increase during and after the promotional period, while retail sales of frozen chips also record a strong and consistent peak in February.
Keith Chegwin returned as the UK’s official ambassador for National Chip Week and he has been busy encouraging shops, consumers, retailers and chefs to take part in a range of activities.
Cheggers has been touring the country to give Perfect Portion Awards, which recognise those who can serve up a perfect portion of chips in nine different regions. He also performed his own National Chip Week song for the winners.
“With Cheggers on board once again this year, National Chip Week 2009 is going to be a huge event and, with industry support, we can maximise sales across the entire sector,” says Kathryn Race, the Potato Council’s marketing director. “There are many simple ways to get involved and help National Chip Week create a greater impact, which will benefit the whole industry.”
Foodservice supplier Pauleys and its parent company Brakes have been working closely with their customers to publicise the annual event. The two firms feature the week in their quarterly Seasons magazine, which goes out to the industry. “Chips are a national treasure so we will definitely be making a fuss of them,” says Robert La Francesca, product marketing manager at Brakes.
The companies offer 27 different chip products, of which the Dual store range is their most popular product. This range is produced from yellow-fleshed potatoes and is available in a variety of sizes.
“Our chips are produced solely from specially selected and approved varieties of potatoes - only potatoes that produce long, golden and crisp fries make the grade,” continues La Francesca. “We share the nation’s love of chips and work passionately to ensure that we meet that love and demand.”
Demand is growing for fresh-cut chips as they are quicker to cook. “They cook quicker than frozen and the oil temperature will recover faster so that more portions can be cooked,” La Francesca explains.
Brakes has increased its range of healthier chips in recent years, following rising demand for non pre-fried potato products and healthier options. The firm offers a frozen low-fat oven chip, which is par-fried in sunflower oil, and also a thick-cut chip that contains no more than 5.9 per cent fat after frying in accordance with cooking instructions.
The foodservice supplier enjoys steady chip sales as most UK eateries, whether they are pubs, leisure outlets and snack bars,or schools and hospitals, include chips on their menus.
There is still significant growth potential in the UK for chips, says La Francesca, adding that even though chips feature heavily on menus, customers are still not fully aware of all of the options available.
Some of these options include the Random cut, skin-on chip, Evercrisp and Anniversary ranges. “The Evercrisp range is one option for caterers who require chips that stay crisper for longer, perhaps under hot lamps, while our Anniversary range of chips have a deep yellow flesh and look golden on the plate,” La Francesca explains. “With potato products being so popular in the UK, there is still plenty of opportunity for outlets to sell a variety of chip options as a starter or main meal accompaniment, a snack or side order,” he insists.
Aviko is another major player in the chip market, and its Lord Chips brand has been on the market for more than 25 years. “As the product is chilled, rather than frozen, it cooks faster, producing a crisp, golden chip with a fluffy potato centre - it is what we call a ‘proper chip’,” says Mohammed Essa, general manager for UK and Ireland.
The group boosted its company portfolio last January, when it acquired the Belgium-based firms Eurofreez and Seru & Annoot. “As well as a range of potato products, we will also be able to offer a host of convenience products including cheese, chicken and seafood products,” says Essa. “Eurofreez is well established in the UK and so complemented our existing business, while Seru & Annoot ensures Eurofreez receives the best-quality potatoes from more than 300 growers.”
The chip supplier has expanded its choice of reduced fat chips with the launch of Super Crunch Mega Fries. These crispy, chunky chips contain five per cent fat after frying, and just 3.8 per cent fat when prepared in the oven.
“We have contracts with pre-selected growers all over Europe and we also supply growers with seed potatoes and provide support for cultivation,” Essa tells FPJ. “In total, Aviko sells approximately 1.2 million tonnes of potatoes each year.”
McCain Foods uses more than 600,000t of potatoes every year, with some 90 per cent sourced from the UK. The frozen chips producer recognises foodservice as a major part of the business.
The sector is optimistic about future sales, but an immediate challenge is the weak sterling, particularly when producers are sourcing certain potato varieties that are only available in Europe. “Inflation, along with the credit crunch, presents the key short-term challenge for the industry,” says La Francesca. “In the medium term, maintaining a high-quality product while dealing with a natural raw material that is subject to all the challenges presented by Mother Nature is always difficult.”
As the recession hits the nation’s pockets, La Francesca says Brakes and Pauleys are working closely with their customers on price expectations and aim to provide solutions. These range from recipe ideas and meal deals to point-of-sale and promotional offers. “With some caterers forced into cost cutting, we do provide a price-fighting range of products to allow them to continue to serve popular dishes, while maintaining their all-important margins,” he adds.
According to Essa, chip sales are not significantly affected by seasonality, but there is a slightly higher demand for chips in the summer period. Other potato products, such as gratins and roast potatoes, tend to have a higher demand in the winter period, while mash, hash browns, jacket potatoes and steam fresh products perform well throughout the year.
One new kid on the chip block is Albert Bartlett, which has expanded into the world of chips. The Airdrie-based potato producer extended its branded Rooster potato variety into the frozen market for the first time in September, with a premium range of thick-cut oven chips and wedges.
“Both the wedges and chips have been designed to offer convenience, while still providing a premium-quality product containing no artificial ingredients,” says John Hicks, Albert Bartlett’s marketing manager.
The frozen sector is enjoying a resurgence during the challenging economic climate and Hicks believes that Albert Bartlett can make an impact in this area with its Rooster products.“By offering a frozen range, we not only increase the potential Rooster customer base, but also encourage our Rooster fresh customers who currently swap to pasta or rice for those ad hoc meal requirements to stay with potatoes for their meals,” he says. “Consumers are looking to balance health, budget, convenience, quality and taste, and for many families premium frozen products fulfil these needs.”
However, while Rooster enjoys an enviable reputation in the fresh potato sector, Hicks acknowledges that the brand is still new to the frozen sector. “The challenge is establishing a new product in anextremely competitive category, which has a huge focus on price driven by heavy promotional activity,” he says.
Nevertheless, Hicks is confident about the future. “With less than three per cent fat and no added salt, preservatives or colourings, the Rooster frozen range has received green lights all round,” Hicks says.“Mums want to give their families best-quality products at an affordable price, which they will not only enjoy, but also will be good for them. The wedges and chips offer a natural, lighter option with the taste and quality that people expect from Rooster potatoes.”
National Chip Week is sure to act as a springboard for all the major players, all of which are keen to make the most of the nation’s love affair with chips and are continuing to evolve their ranges to offer consumers as much choice as possible.
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