Farm Frites shakes it up with new concept

By Nicholas Robinson contact

- Last updated on GMT

Shake it off: new seasoned fries concept launches
Shake it off: new seasoned fries concept launches

Related tags: Chips, Farm frites

An extra pound can be added to the price of a portion of chips with Farm Frites new Shake Your Fries concept, the foodservice potato supplier has announced.

The new concept has been trialled in a number of pubs and has proved popular with consumers and operators alike, the company’s trade marketer for UK and Ireland Nic Townsend said.  

Shake Your Fries is a simple concept consisting of a cardboard box and a choice of one of three herb and spice flavour sachets.

Consumers are encouraged to choose from Texas BBQ, Ibiza Hi or Mumbai Hot sachets of herbs and spices, which they sprinkle into a box of fries before shaking.

An additional £1 or more

The cost of the sachet and box to operators is 20p, allowing pubs the opportunity to tag on an additional £1 or more to the price of a portion of chips in their pub.

Farm Frites, a global company that is headquartered in Holland, is expecting to roll the concept out to more sites in the coming months.

All parts of the packaging are responsibly sourced and recyclable, in line with Farm Frites' sustainability strategy.

Sustainability has been a big focus for the chip supplier for several years but, this year, the company is publicly revealing its global green credentials.

Reduction in carbon emissions

Top-line stats from Farm Frites’ 2017 Sustainability Highlights 2017 ​report include a 4% reduction in carbon emissions, a 10% saving in water and cutting potato waste by a further 1,700 tonnes (down 0.2% on 2016 levels).

Meanwhile, in the company’s Future of Foodservice ​report, it was predicted the segment’s global value would increase by 23.5% in the next three years.

Trends driving this growth would include a desire to eat fresher products and an increase in delivery services, which would be driven by technology.

Worldwide consumption of fries will grow by 8%, the report claimed, with more consumers demanding fresh fries, rather than frozen.

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