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Sarson’s Calls on Chippies to Take Pride in Their Condiments and Feel the Benefits of Brand Power

Article Date: 2019-07-04

New insight* from Sarson’s has uncovered just how particular fish & chip shop patrons can be when it comes to their condiment preferences, with the British brand sounding a rallying cry to chippies not to let their choice of vinegar sour their customers’ experience.

The research, carried out with over 500 chip shop devotees, has found that 9 out of 10 would prefer their chips to be sprinkled with Sarson’s Malt Vinegar rather than a non-brewed condiment (NBC)*. As the UK’s number one malt vinegar brand^, Sarson’s owes its distinctive flavour to a unique seven-day craft brewing process – a time honoured 200-year-old technique that sets it apart from non-brewed products. 

When it comes to brand power and quality perception, fish & chip fans were again unequivocal; 90% of respondents said they prefer to see condiment brands they know and trust when eating out, while 75% say that they actually perceive a chippy to be of better quality if there are branded condiments on offer*. 

On the back of the results, the company is launching a campaign aimed at fish & chip shops, ‘Proud to Serve Sarson’s’, helping them to quickly and easily switch to Sarson’s. The first 100 chippies to sign-up at can claim a completely FREE twenty litre ‘Bag in Box’ sample and POS kit (decal and A3 poster), helping them proudly display their allegiance and reassure customers that they’re serving the brand they want on their chips.

Sites concerned that a switch to Sarson’s may eat into the bottom line can be reassured that it costs a mere £0.0021 per portion** more than NBC to serve the sprinkle that their customer want. Encouragingly, over half of customers also state that they would like to be able to purchase Sarson’s in their local fish & chip shop to add at home, helping drive profits from incremental, impulse purchases.    

Making the switch makes perfect sense for fish & chip shops, says Wan Yuan Teo, Head of Foodservice Marketing at Mizkan Euro, the brand owner of Sarson’s. “The findings are clear; consumers care about the quality of the food they eat and want the brands they trust. Equally, we know that chippies up and down the country are just as passionate and proud of the fish and chips they serve. Why spoil it at the final hurdle by adding non-brewed condiment, when your customers want Sarson’s?  It is, after all, a small change (in both senses) that’s big on taste.

“This summer we’re making it simple for chippies to meet the demand from their own customers and make the switch to Sarson’s Malt Vinegar with our ‘Proud to Serve’ campaign. As well as supporting the great British fish and chip shop with our consumer campaign ‘Respect Your Chips!’, which aims to remind people of those classic fish and chip moments, helping to drive customers to fish and chip shops across the country!”

The twenty litre ‘Bag in Box’ format is also set to be on promotion exclusively for T. Quality customers between August and October.

* Independent consumer insight Toluna June 2019 sample 504 consumers. NBC is a cheaper ‘vinegar substitute’ created with water, acetic acid and often caramel colouring. ^Brand Health Tracking Study, System 1, Feb 2019; Nielsen, 30.3.19 data. **Calculation based on a 5ml sprinkle comparing a sample wholesaler’s sell out prices for Sarson's Malt Vinegar and NBC in June 2019.

Verification information can be found at

With over 15 million bottles sold each year, Sarson’s Malt Vinegar is the UK’s number one malt vinegar brand. Sarson’s is owned by Mizkan Euro Ltd., the European subsidiary of Mizkan Group, a family-owned, Japanese business started in 1804. To find out more call: 0203 675 2220 or visit:

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