If there is one national dish that Brits are famous for, it has to be fish and chips – preferably piping hot from the local chippy, wrapped in paper, splashed with vinegar, with fat, squishy chips and flaky, white fish in batter with that unmistakable ‘crack’ as you break into it.
So when Marks & Spencer started planning their Taste of the British Isle range and included fish and chips, they knew they were setting themselves some challenge. Being M&S, this couldn’t be any old fish and chips – it had to be as close to the real deal as possible. And that took months of work (and lots and lots of tasting from the best chippies in the land). The result? The new M&S range of meals and sides are astonishingly authentic. They include haddock and chips, cider-battered plaice and even whitebait.
Of course what many people love about fish and chips is the feeling of nostalgia that they induce. Sitting with your family tucking into a portion on a Friday night or wrapped up by the seaside. It was that vision that the M&S team had in mind when they designed the packaging, which features newspaper print.
‘The way we started was to think about sitting on the pier as a kid, your fish and chips in newspaper paper and you’d have your little wooden chip fork – we’ve actually put some little forks in the packaging.’
And while the range might not include mushy peas and curry sauce just yet the team at M&S do recommend picking up some condiments to go with your fish and chip shop style meal.