Finalists of the National Fish & Chip Awards 2013 have been challenged by Amanda Seafoods of Denmark to take part in the Amanda Roe Challenge to produce new and innovative recipes.

The challenge is open to any business that has been shortlisted for an award in 2013. Finalists are tasked with creating a new recipe – featuring Amanda Roe products – for use within the fish and chip sector and food service markets.

The winning business will develop their recipe alongside Amanda Seafoods of Denmark and will be invited to join the company at exhibitions to promote it.

The National Fish & Chip Awards 2013 are a celebration of excellence within the fish and chip industry. 2013 marks the 25th anniversary of the competition – ensuring the awards ceremony will be extra special and the various accolades even more coveted.

The awards focus on all aspects of the fish and chip trade at both head office and shop level. Businesses are judged on a diverse range of criteria including: customer service, sustainability practices, marketing and promotional activity and staff training and development.

Amanda Seafoods of Denmark set the challenge to encourage businesses to innovate whilst maintaining exceptionally high standards for the seafood industry. Each business involved in the challenge already plays a pivotal role in their local community – delivering a wide range of fresh, delicious and sustainable produce to a discerning clientele.

Fish and chips are an institution in the UK and it is the passion and commitment shown by these finalists to the high industry standards that has led to them being included in this challenge.

The winning recipe will be announced at the National Fish & Chip Awards ceremony on 24 January 2013 at the prestigious Lancaster London hotel in London.

Morten Sander, export director at Amanda Seafoods of Denmark, said: "With this challenge and our sponsorship, Amanda Seafoods want to encourage the industry to focus on innovation, health and quality. By doing this, we also hope to attract even more consumers to the fish and chip shops.”

Nikki Hawkins, food service manager at Seafish, said "This challenge represents an opportunity for businesses to showcase just how creative they can be. They are finalists in their categories due to their commitment to excellence so we can expect the finished product to be of a very high standard. It^s great news for the industry and consumers as well.”