Chips are still one of the most important outlets for UK potatoes and National Chip Week, which took place from February 13-19, is helping to maintain that focus, according to the British Potato Council (BPC).
“Many of the activities are based on having fun, because that’s what it takes to capture consumer and media attention,” said the BPC’s Caroline Evans. “But behind that is the solid business objective of securing potato sales.
“Up to a third of the potatoes consumed in the UK are eaten as chips and 10 per cent of the national crop goes into chip shops alone, so there is a great deal to play for,” she said. “New sales are there to be won, but it’s also important to remind current consumers that chips are a tasty, convenient and good value as part of a balanced diet.
“After all, if complacency allows that awareness to decline or misinformation goes unchallenged, then lapsed users are likely to turn to an alternative takeaway or carbohydrate serving, reducing overall potato usage.”
Results for this week are too early to tell, but last year’s Chip Week saw a 2.5-fold increase in public awareness. “But even greater proof of the tangible payback has to be that, once again, major retailers, brands and manufacturers chose to invest significant funds to align their own promotions to Chip Week 2006,” said Evans.
Chip shops also confirmed volume increases, both during the promotion itself and sustained thereafter
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