Fish and chip shops told to cut meals sizes: Outlets under pressure to offer an 'extra small' portion in fight against obesity 

  • Industry wholesaler insists there is a demand for smaller chip portions
  • JJ Food Service said 45per cent of consumers want to cut down on calories
  • Fish and chip shops have become the focus of number of health initiatives

Fish and chip shops are under pressure to introduce an ‘extra small’ portion to menus to combat obesity

Fish and chip shops are under pressure to introduce an ‘extra small’ portion to menus to combat obesity

Fish and chip shops are under pressure to introduce an ‘extra small’ portion to menus to combat obesity.

A leading industry wholesaler, which supplies hundreds of outlets, insist there is a demand for smaller chip portions among weight-conscious customers.

The company JJ Food Service said 45per cent of consumers would order a smaller chip portion to cut down on calories.

A further 33per cent said a smaller portion would encourage them to eat fish and chips more often.

Fish and chip shops and other takeaways have become the focus of a number of health initiatives.

Last year, a Government backed study suggested fast food outlets should hide the salt shakers and give smaller portions to help people improve their diet.

The proposals were part of a ‘health by stealth’ toolkit created by academics who were asked to find ways to make the nation’s takeaways healthier.

The recommendations including putting fewer holes in salt cellars, or even hiding them out of site.

Outlets were asked to promote rice and salad as standard options rather than chips; serve healthier wedges and change their cooking oils.

JJ Food Service is running what it calls a 10oz challenge for Seafood Week to help customers and families reduce fat intake and also improve profit margins for chip shop owners.

It says the average weight of a small portion of chips is 16 oz or 450g. It suggests an extra small at 10z or 283g would be popular.

The company JJ Food Service said 45per cent of consumers would order a smaller chip portion to cut down on calories

The company JJ Food Service said 45per cent of consumers would order a smaller chip portion to cut down on calories

The firm’s general manager, Terry Larkin, told The Grocer: ‘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.

‘If the average portion of regular or small chips weighs in at 16oz (450g) and is priced at £1.80, an extra small portion that’s 10oz (280g) can be fairly priced at £1.30. That would be less chips, less waste and more margin everyone’s a winner.’

To support the initiative, the wholesaler will email all fish and chip shop customers to highlight the benefits of smaller portions and how to market them as well as drawing attention to its chip serving card tray product, which equates to about 10oz when filled evenly. 

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