Chippies serving up menu innovation reach National Fish & Chip Awards final

Three businesses have been named as finalists in the Menu Innovation category at the National Fish & Chip Awards in recognition of bringing fresh ideas to their offering, championing quality ingredients, food provenance and the diversity of seafood available.

From exploring a broader range of fish and catering to different dietary requirements, to introducing global flavours to classic meals and sprinkling viral food trends into the mix, the 2027 finalists are showcasing how expanding their menus is opening the door to new business opportunities, while giving customers greater choice.

Now in its second year, the Menu Innovation award highlights fish and chip businesses which are honouring the tradition of the nation’s favourite takeaway while finding new ways to elevate the fish and chip experience and make it accessible to even more people. 

Taking a leap of faith with flavours and dishes paid off for the most recent winner Harrison’s Fish and Chip Co in Oxford, Oxfordshire. Now, these three new contenders are hoping it will be their turn to receive the Menu Innovation award in February:

Hampshire

J-Henry’s Fish & Chips, Southampton

Somerset

Knights Fish Restaurant, Glastonbury

Yorkshire

Whitby’s Restaurant & Takeaway, Doncaster

Andrew Crook, president of the National Federation of Fish Friers (NFFF), the trade body that runs the official industry awards, speaks of Menu Innovation being an important category for keeping the fish and chip industry moving forward. 

“While traditional fish and chips will always have a special place, there is real opportunity for operators to not only champion fish as a nutrient-rich protein source and explore new ways to make it appealing to customers but also to express creativity across the full offering. Expectations have changed so much over the last few years and there’s growing appreciation for food origins and the stories behind what’s being served.

“The takeaway space is a competitive market, margins are tight and tastes are varied, so businesses are having to diversify to meet changing landscapes and customer trends. Those doing it successfully are attracting younger generations who may have never considered eating from a chippy previously but now have reasons to visit. It takes a sharp eye, skill and willingness to try something different, and this year’s finalists deserve every bit of recognition for their efforts.”

The Menu Innovation award is sponsored for a second year in a row by Keejays, a family-run sauce manufacturer with more than 40 years’ experience creating speciality sauces and concentrates. It’s best known for Goldfish Brand which develops authentic, restaurant-grade flavours to the fish and chip trade, foodservice sectors and for home cooks. 

Sammy Lee, managing director of Keejays, says: “Innovation is about having the confidence to step out and experiment with high-quality produce and ingredients, trying new flavours and recipes to give customers something they may have never tried before. Drawinginspiration from global cuisines to add a creative twist to familiar favourites is at the heart of Goldfish Brand.

“We have always been passionate about flavour and its role in creating memorable dishes. It’s very exciting to see fish and chip shops embracing that same spirit of creativity, finding ways to complement the traditional offering while giving customers more reasons to come through the door. We are proud to be supporting this award and celebrating the businesses which are taking the chippy experience in new directions.”

Ryan Harrison, co-owner of Harrison’s Fish & Chip Co, shares what’s happened for the business since winning the inaugural award in February 2026: “Winning the Menu Innovation award earlier this year was an incredibly proud moment for us, especially as a relatively young independent business. It’s been a fantastic year since, and the recognition has helped us continue to build our reputation both locally and within the wider fish and chip industry.

“We’ve seen some really positive growth in the business, and the award has helped raise awareness of what we’re trying to achieve at Harrison’s. It’s also opened doors to new opportunities, including building relationships with suppliers, attending industry events and learning more about the incredible journey our ingredients take before reaching our customers.”

Ryan adds: “One of the biggest benefits has been the confidence it’s given us to continue challenging the traditional approach to fish and chips. With the rising costs of cod and haddock, we believe innovation is more important than ever. We’ve continued exploring different fish species, working with suppliers and finding ways to offer our customers greater choice and value without compromising on quality.

“For this year’s finalists, my advice would be to embrace the experience and make the most of every opportunity that comes with it. Winning is fantastic, but the real value comes from everything you learn along the way, the people you meet and the improvements you make to your business. Don’t be afraid to try something different or challenge the way things have always been done. We’re incredibly grateful for the recognition and wish all of this year’s finalists the very best of luck!”

The winner will be revealed at the awards ceremony on 24 February at the Park Plaza Westminster Bridge, London.

For more information and bits on the National Fish & Chip Awards, please visit: www.thefishandchipawards.com. 

Image caption: Harrison’s Fish & Chip Co, Oxford – Menu Innovation winner 2026

Image credit: National Fish & Chip Awards