MBM Produce is re-launching its popular Chippies Choice potato brand for the fish-and-chip shop sector. The brand has a bright new image, although the name is unchanged since it was first introduced to the market 25 years ago by Guy Morton, whose son Steve is responsible for the new look.

UK grown Maris Piper is used for the brand, which is marketed in 25kg packs. The majority of the crop comes from the eastern counties of England supplied by MBM grower co-operatives.

The new packs are clearly labelled with storage, preparation and frying guidelines in Greek, Italian, Mandarin, Punjabi and Turkish as well as English.