Let’s get this straight: Cheltenham’s best asset is not Montpellier anymore. Nor the racecourse. The Literature Festival? It’s nothing compared to the Simpsons Fish & Chips!

The Priors Road chippy has recently been named the best Independent Takeaway Fish & Chip Shop in Midlands at the 2015 National Fish & Chip Awards.

The family run business were also crowned winner of the Field to Fryer Award.

They took a strong second place in the Independent Takeaway Fish & Chip Shop of the Year award, losing closely only to Frankie’s Fish & Chips in Brae, Shetland, Scotland.

Simpsons co-founder James Ritchie was ecstatic at the glamorous awards ceremony held at the Lancaster London Hotel and hosted by Radio 2 Presenter, Nigel Barden.

He was surrounded by the entire Simpson family along with members of the Simpsons team.

"These awards are the Oscars of the fish and chip world and we’re absolutely over the moon to be recognised amongst such great company,” he said.

"The evening was such a fantastic night out and a great chance to ditch the hairnets and headscarves and put on our best clobber – although the signature red lipstick was still firmly in place for the girls!

"Each year we strive to better ourselves and bring our customers only the very best, so for us we cannot thank them enough for their continued support – without them we wouldn’t be here!”

Simpsons Cheltenham store opened in 2009 and has, in just five years, become renowned in town and further afield.

To take second place in the Independent Takeaway of the Year category is recognition and a sign of a bright future for the chippy.

As they have been "battering” it out with nine other finalists from across the UK over recent months in their quest to "fry” out on top as part of the annual awards, they were facing some tough rivalry.

Simpsons Fish & Chips was also the winner of the From Field to Frier Award which celebrates fish and chip businesses with excellent potato knowledge and responsible sourcing methods, as well as their skills in producing the finest quality chips. They came out on top during judging of seasonal variety selection, storage facilities, preparation and frying process.

Oliver Boutwood, Director at Isle of Ely Produce, said: "This award, which is now in its third year, has really grasped the attention and imagination of both farmers and fryers alike and it has become a part of our intrinsic values here at Isle of Ely.

"Simpsons Fish & Chips has to be commended for their dedication and passion. Their commitment to responsible sourcing and maintaining industry standards are second to none, well done to them.”