National wholesaler JJ Food Service is running a‘10oz challenge’ for Seafood Week to encourage fish & chip shops to add smaller chip portions to menus.

The initiative follows findings from industry experts Seafish and the Agriculture and Horticulture Development Board (AHDB) that 45% of consumers would order a smaller chip portion to cut down on calories while 33% said the option of a smaller portion would encourage them to eat fish and chips more often.

General manager Terry Larkin said, "We are encouraging all our fish and chip shop customers to add an extra small portion to their menus, which will help to attract families and health-conscious diners, who hadn’t previously considered fish and chips as an option.”

A smaller option will also improve margin, said Larkin. "If the average portion of regular or small chips weighs in at 16oz (450grms) and is priced at £1.80, an extra small portion that’s 10oz (280g) can be fairly priced at £1.30 – less chips, less waste and more margin – everyone’s a winner.”

Having the right tools to measure up small portions is key and JJ recommends its card tray (TRA011), which when filled evenly with one layer of chips equates to about 10oz.

To support the initiative, JJ will be sending an e-shot to all fish and chip shop customers on the benefits of smaller chip portions, highlighting the small card tray and offering information on how to market smaller portions to customers.

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