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Enjoy Fish and Chips - Promotional Toolkit

Article Date: 2018-01-18

A third of consumers would eat fish and chips more often if there was a more varied selection of portion sizes available, according to research undertaken by Seafish and AHDB.

Just one of the findings resulting from a program of in-depth research which looked at the topics of nutritional composition and and portion control of fish and chips, along with seeking valuable insight into consumer preferences regarding purchasing and enjoying fish and chips, and also research into the wide variance of existing fish and chip portion sizes across the UK.

Following conclusion of the formal research, in early 2017 a range of associated support materials for use by fish and chip businesses were developed and uploaded to the project website – materials being developed to assist fish and chip businesses communicate with their respective customers about the topics of nutritional composition and portion control.

To assist such businesses in understanding and utilising the research findings, the campaign website has recently been further developed.

Best Practice Business Case Study

Many fish and chip shops and restaurants have already adopted a number of the findings and recommendations that arose from the original program of research – such businesses often seeing considerable cost savings or increases in turnover as a result of changing certain operational practices around portion size choice and by informing their respective customers of the nutritional composition of the fish and chips that they serve.

One such business is Fish City of Belfast, Northern Ireland. John and Grainne Lavery joined the fish and chip industry a few years ago when they opened Fish City ( Now, by providing nutritional data and more meal choices for customers, they are exceeding profit expectations, have hired 23 staff and have moved to a new Belfast city centre location to catch increased passing trade.

In just a short period of time, John and Grainne have earned fans from across Northern Ireland and beyond, and are keen to promote fish and chips as one of the most balanced takeaway options in the UK. To do this, they want everyone to know all about the dish’s nutritional content.

The husband and wife team were chosen by the Northern Ireland Food Standards Agency ( to test a menu calculator before its launch, enabling Fish City to calculate nutritional information including calories, energy, vitamins, allergies and more. The award-winning business has also introduced smaller 100g portion servings of fish, which have proved popular at lunchtimes, with customers seeking smaller meal size choices. It also caters for children by making available smaller portions of adult dishes and offers customers the choice of having their food cooked in vegetable oil or beef dripping.

As well as the work on nutrition, John and Grainne have partnered with schools to teach nine to 11-year-olds about responsibly-sourced fish species, helping to encourage the next generation of fish and chip shop customers to understand why using local suppliers and sustainable fishing practices matters. Through introducing nutritional information and new portion sizes, John and Grainne have been able to increase profit and invest in the future of their business.

Catch Of The Day – Claim Your Free Enjoy Fish & Chips Support Toolkit Worth £25

To assist fish and chip businesses implement some of the valuable research findings with regards to offering greater portion size choice and also to assist in relaying messages to customers about the nutritional composition of the nation’s favourite meal, Seafish and AHDB have produced a new campaign promotional support toolkit.

Available on a ‘first come, first served’ basis to all fish and chip businesses, the contents of the toolkit include:

  • Drywite stainless steel mesh fish drainer
  • Enjoy Fish & Chips Nutrition Project Report – Does Size Matter
  • Enjoy Fish & Chips project business case study
  • Enjoy Fish & Chips project Social Media Guide
  • USB stick with a selection of pre-loaded static and animated social media assets ready for use
  • 2 x A3 Enjoy Fish & Chips posters for use in-shop
  • 2 x A4 Enjoy Fish & Chips posters for use in-shop

The first 500 toolkits to be claimed will contain a Drywite stainless steel mesh fish drainer – a further 500 toolkits will contain the other mentioned items but will not contain the fish drainer.

If you would like to order a toolkit please visit or e-mail your full contact details (including contact name, business name and full postal address) to

Fish Friers