BIG INTERVIEW: MAKING LIFE EASIER FOR SHOP OWNERS

Oli Sampson, managing director of frozen food specialist Central Foods, talks about the company’s latest product launches, emerging trends and the importance of menu diversification

We last spoke back in 2024, what’s new with Central Foods since then?

I was appointed managing director in 2025, after having already been with the business for more than a decade and working in a variety of roles including business development and as commercial manager. We’re proud to celebrate 30 years of trading in 2026, and we continue to innovate across all product categories.

It’s been a fantastic 12 months and I’m proud of the work we continue to do as a team, but we’re operating in a challenging market and must keep evolving to support our customers. 

We are also excited about two new additions to our range: a partnership with Le Duc, a Dutch family business specialising in 100% vegetarian frozen appetisers including onion rings, cheese snacks and coated vegetables; and two new Tyson lines — Red Thai Chicken and Shredded Chicken — bringing bold, globally inspired flavours to quick-service menus.

What trends in frozen products are you seeing that fish and chip shop owners should pay attention to?

The fast food sector continues to demonstrate resilience despite economic pressures. According to foodservice insight company Meaningful Vision, fast food remained the most resilient segment of UK foodservice in 2025, with traffic growing 0.9% year-on-year, and the industry is expected to remain buoyant through 2026.

Convenience remains a major driver of consumer behaviour. Research by Lumina Intelligence shows that around 60% of UK consumers buy takeaway food at least once a month, reinforcing the importance of speed, consistency and menu variety for operators.

Chicken is also playing an increasingly important role across the takeaway sector. According to research by The Food Institute, visits to chicken-focused outlets rose by around 1.6% in the first half of 2025, reflecting strong demand for portable, high-protein meals that work well in quick-service environments.

Menus are also expanding beyond traditional core items as operators look to increase basket spend. Side dishes such as loaded fries, onion rings and sharable snacks are becoming more popular because they encourage add-on purchases and allow shops to broaden their offer with minimal operational change.

Cost pressures are another factor shaping the market. Research by Meaningful Vision reveals that fast food menu prices increased from 4.8% in January 2025 to 7.7% by the end of the year, significantly outpacing wider food inflation. With labour typically accounting for 25–35% of operating costs, operators are increasingly focused on products that deliver efficiency, portion control and consistency.

How have inflation and energy costs affected the frozen food supply chain? 

Like any sector, inflation and energy costs are squeezing suppliers. Frozen food is particularly impacted because frozen products obviously require continuous refrigeration and specialist logistics – so any increase in energy costs hits harder. Suppliers are working hard to mitigate those challenges and drive value through innovation and product development. 

There’s an increasing focus by shops on making more in-house to be more profitable. How can frozen products still fit into the fish and chip shop mix?

You have to consider the benefits of frozen products for busy fish and chip shop owners, often faced with pressures around labour, costs, space and more. 

Frozen products are specifically designed to address these pressures — and it’s exactly this kind of practical, operational support that Central Foods is built around. Our IQF — individually quick frozen — formats allow operators to use precisely what they need and return the rest to the freezer, eliminating waste and cutting delivery frequency. Portion-controlled products from our range deliver consistent yields every time, protecting margins and removing the unpredictability that comes with fresh preparation. And because everything arrives ready to cook with no specialist prep skills required, kitchen teams can focus their time where it matters most.

Which frozen products are currently most popular with fish and chip shops and how has this changed over the years?

Chicken products remain extremely popular with fish and chip shops looking to broaden their menus. Chicken burgers and fillets provide a familiar alternative to fish, while tapping into the wider growth of chicken-led fast food. Our range includes products such as Golden Valley Foods’ chicken burgers and goujons, alongside products from leading supplier Tyson Foods. They continue to perform strongly because they are reliable, easy to prepare and well suited to the high-speed environment of fast food kitchens.

Side dishes are also an increasingly important part of the modern chip shop menu. Items such as Le Duc’s onion rings, mozzarella sticks and camembert bites are popular because they can be cooked quickly in existing frying equipment and provide a simple way to increase order value through add-on sales. Plant-based options have also become more established, with products such as KaterVeg! vegan burgers and vegetable sausages helping operators broaden their menus. Simple frozen desserts, such as our Katerbake apple fry pie, provides another easy way to increase basket spend with minimal preparation.

Across the menu, meal deals and bundled offers are playing a bigger role and increasingly driving margin. Analysis by Meaningful Vision shows that around 20% of menu items are now sold as part of meal deals, as operators look to reinforce value while encouraging add-on purchases such as sides or desserts.

What new products do you see gaining traction within the sector?

As I said, meat-free sausages and burgers are proving popular and there’s another reason why I expect that to continue.  The rising costs of ingredients continue to bite, particularly in the meat category, and our KaterVeg! range protects caterers from those price hikes with high-quality, tasty, meat-free products.

Beef in particular, has seen around a 45% increase in price over the last 12 months. There’s huge potential to save costs if you can add plant-based options alongside traditional meat options. It’s not about replacing the whole menu, simply giving more choice for customers.

Do you see frozen foods playing a bigger role in menu expansion for fish and chip shops and, if so, why?

Yes, absolutely. The case for frozen food in foodservice is well established: research by the British Frozen Food Federation found that 95% of chefs and caterers across the UK stock and use frozen food, with 85% doing so at least weekly. That adoption reflects the practical reality of running a busy kitchen — frozen products help operators expand their menus without the risk, waste or complexity that comes with adding fresh preparation. Whether it’s introducing a new range of plant-based options, adding sharable sides or trialling a different protein, frozen formats allow shop owners to test and extend their offer with full control over cost and consistency.

They also allow operators to diversify their menu beyond staple products. Whether expanding plant-based options or introducing new menu items such as Le Duc’s veggie range with onion rings, mozzarella sticks and camembert bites, it’s incredibly easy to add new items with no training, no new equipment and no fuss. 

What advice would you give to shop owners looking to improve profitability through their menu?

Street food continues to influence foodservice menus and presents a strong opportunity for operators to diversify beyond traditional offers. We were one of the first to bring bao buns to the UK foodservice sector. Since then, we’ve continued to develop the range, including vegan options, to ensure  it’s accessible and functional across a wider variety of menus.  

What trends do you see coming down the line in 2027 and how can operators prepare?

Looking ahead to 2027, I expect the fast food sector to remain resilient but increasingly competitive as operators adapt to changing consumer habits and ongoing cost pressures.

One clear trend is the continued strength of chicken-led fast food. Chicken outlets have been among the strongest-performing segments of the sector, with traffic rising and younger consumers increasingly drawn to high-protein, flavour-led options such as fried chicken and globally inspired coatings and sauces.

Menu diversification will also remain important. Sides, sharable snacks and desserts are all proving popular, broadening appeal without adding complexity to operations.  At the same time, flexitarian eating continues to shape menus as consumers take steps to reduce meat consumption rather than eliminating it completely. According to Smart Protein/ProVeg’s consumer report, around 25% of UK consumers now identify as flexitarian, creating opportunities for operators to offer plant-based options alongside traditional menu favourites.⁷

For fish and chip shops and other takeaway operators, the key will be balancing core favourites with menu innovation. Offering a mix of traditional products, chicken options, plant-based alternatives and high-margin sides or desserts will help businesses remain competitive while meeting evolving consumer expectations.