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A research has revealed and could be healthier for us.
Experts led by the University of Newcastle collaborated with Henry Colbeck, an independent supplier of fish and chips, to determine if people could be encouraged to consume healthier portions, which led to the development of the box. Lite-BiTE. Its small size guarantees a smaller portion of fish and chips, averaging 600 calories, compared to a meal of fish and chips containing more than 1,600 calories.
Henry Colbeck provides fish and chips stores containing frozen fish, frozen foods, cooking oils and packaging to over 2,500 fish and chip shops in northern England and Scotland. Together with the academic team they wanted to reduce the levels of obesity in the UK, but they decided that they had to tackle the problem in a different way by offering their clients a smaller portion for consumers.
The work is published today in BMJ Open by Fuse researchers, the Center for Translational Research in Public Health, bringing together the universities of Newcastle, Durham, Cambridge and Teesside. It is funded by the School of Public Health Research of the National Institute of Health Research (NIHR).
The research describes how takeaway owners were accompanied by a three-hour session that highlighted the problem of excessive portion sizes, the desire of customers to be more health conscious. and to take smaller meals. They also received promotional posters and commercial incentives in the form of free packaging and loyalty points.
Encouraged by the results, Henry Colbeck imagined the Lite-BITE® box to guarantee a smaller portion, close to 600 kcal.
Lead author, Louis Goffe, badociate researcher at Newcastle University and member of Fuse, Center for Translational Research, said: "I love fish and chips. to find a way to treat our fish and chips – but less.
"We have been striving to find a solution that offers a healthier meal option but that also works for fish and chips owners." Sales show that there is a demand for smaller portions and we hope this will serve as a model for others in the fast food sector to follow ".
Jackie Pearson, Marketing Manager at Henry Colbeck Limited, said: "Lite-BITE® cases have been extremely popular and sales have continued to grow, with more than 250 stores using them and purchasing more than 700,000 units. ;last year.
"Our two sister companies, Friar & # 39; s Pride and VA Whitley, cover the UK fish and chips market and together we sold 12,000 boxes of Lite-BITE boxes in 2018, equivalent to 12,000,000 cases. . "
A 600 calorie meal complies with the government's nutritional guidelines for meal sizes and a 5-ounce meal of fish and 5 ounces of chips, fried in vegetable oil, represents about 650 calories.
The research described through sales, secret clients, customer surveys and interviews with 12 participating fish and chip shops that customers gladly bought smaller portions and takeaway owners were happy to sell them.
Louis Goffe added, "The independent take-out sector is one of the most challenging food sectors with which to make changes.This research highlights the importance of working with wholesale suppliers, who have close relationships with merchants. , so Henry Colbeck took the lead in understanding the changing market and giving customers what they want, a lighter meal. "
Point of view of the owner of fish and chips
David Pascoe is the director and co-owner of Green Lane Fisheries in South Shields. He said, "The Lite-BITE® box has been very popular, especially with older customers.
"Many customers do not like a full serving, so we can put a smaller one in the box and it's really flexible.
"Some people can not eat a full serving or prefer a smaller one – and we found that they like the smaller size and come back again."
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REFERENCE: Goffe L, Hillier-Brown F, Hildred N, et al. Opportunity to work with a wholesale supplier to design and test the acceptability of an intervention to promote smaller portions: uncontrolled before / after study in British Fish & Chip stores. BMJ Open 2019; 0: e023441. doi: 10.1136 / bmjopen-2018-023441
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