The rise of the Atkins diet might mean the chips are down for fried potatoes, but organisers of this year’s National Chip Week are undaunted.
The British Potato Council’s celebration runs from February 14 to 20 and several major retailers are giving it support.
Waitrose will hold samplings in-store in conjunction with Hellmann’s mayonnaise while Sainsbury will promote egg and chips as a meal option.
Morrisons will install point-of-sale about the week and Budgens plans to carry on-pack branding.
Sarson’s vinegar bottles will display a special offer in which consumers can get a free chip supper from 150 fish and chip shops nationwide.
The British Potato Council has also redesigned its lovechips.co.uk website for the week.
The site will feature chip-related games, chip facts and figures and celebrity-endorsed recipes.