• get the

    latest news

Fish Friers

UK survey - fish and chips beats all the rest!

Article Date: 2014-05-19

Fish and Chips voted ultimate British institution over Simon Cowell, One Direction and even The Queen


Survey delving into the UK’s passion for fish and chips reveals the lengths we’d go to enjoy our favourite fish supper


Death of the pickled egg – only 1% of 18-24 year olds willing to try it with their fish and chips

Mushy peas voted favourite ‘bit on the side’ (48%)

38% of Brits would rather give up football than fish and chips


The survey into Brits love affair with fish and chips was conducted by the Norwegian Seafood Council as part of their Norway Day celebrations (Saturday, 17th  May), which saw 99 fish and chip shops around the UK offering customers classic fish and chips for just 99p, using Norwegian cod caught in the Arctic seas.


Fish and chips are the perfect pairing and this new research shows that a staggering 80% of Brits regard fish and chips as the greatest British institution - ahead of the Queen, our mighty local pubs, music mogul Simon Cowell and even the UK’s arguably greatest export, One Direction.


But what ‘bit on the side’do people enjoy most to accompany their traditional cod and chips? A total of 37 side dishes now tantalise the nation’s taste buds. Staggeringly, pickled eggs, an old favourite, may soon be extinct from the nation’s taste buds with less than 1% of the foodies of the future (18-24 year olds) opting to even try one. Of the 2,000 questioned,42% are traditionalists, enjoying a side of mushy peas, whilst a third feast on bread and butter. Scandinavian influences have seen a rise, with one in 10 of Brits 25 - 45 years opting for a pickled onion, gherkin or even pickled vegetables.


Interestingly, 2% admit to pairing their fish and chips with an indulgent deep fried Mars Bar, with four times the amount of Londoners tucking into this naughty treat than anywhere else in the country.  Additionally, one in three residents in the North East and Yorkshire ensure they grab a bag of extra crispy batter bits and 6% of Londoners enjoy a sweet and savoury sensation with a pineapple fritter.  Curry sauce is also twice as popular in the East Midlands, West Midlands and Wales than any other region.


Surprisingly, despite the World Cup kicking off in a matter of weeks, our love of fish and chips is so strong that 38% of people would even give up watching football over missing out on fish and chips. Even more revealing, 8% of women and 5% of men were willing to give up sex! Chocolate and TV were marginally more popular, with only 8% of women wanting to give up their chocolatey treats and the majority of men prioritising their TV moments over their bellies (just 4% would give up TV faves such as Top Gear in favour of a fish supper).


Almost half of people said that a traditional portion of fish and chips would be the thing they would pine for most if they moved abroad; over pubs, Sunday roast, the British countryside and even a good old cup of tea.


Mitch Tonks, award winning seafood restaurateur and ambassador for the Norwegian Seafood Council comments; "Fish and chips have played a huge part in British history, with cod as a firm favourite. It’s fascinating to see that we place such high regard on the pairing and although many Brits are still fairly traditional with what they enjoy with their fish supper, I am excited to see how tastes are progressively changing and people are experimenting more. It^s great to see pickles up there, they are a great pairing for fish and chips and one for the future!”

Above: Mitch Tonks with our nation^s favourite

Norwegian cod is a firm favourite in British chippies due to its firm flesh and flaky texture, its light, delicate flavour, versatility and good quality. Fish and chip lovers can also enjoy this delicious fish supper with a clear conscious as the sustainability of Norwegian cod stocks are carefully managed in order to safe guard the fish for generations to come. Today Norway is the world’s second largest seafood exporter in the world, providing top quality fish.


For more information about the Norwegian Seafood Council, visit  



Other fish and chip facts:

Cod is the number one fish choice in the UK, followed by haddock

There are currently in the region of 10,500 specialist fish and chip shops in the UK

British consumers eat some 382 million portions of fish and chips every year. That^s six servings for every man, woman and child

Fish and chips make a balanced, nutritious meal. They are a valuable source of protein, fibre, iron and vitamins

Fish and chips provide a third of the recommended daily allowance of vitamins for a man and nearly half for a woman


For more information, please call the Norwegian Seafood Council press office on 0117 973 1173 or email

Fish Friers