Batter that!

From battered Mars bars to masala fish bites, operators are getting creative with their batter, turning everyday ingredients into unique menu items

Fish and chip shops across the UK continue to push the boundaries of tradition by introducing battered items that go beyond the classic fish and chips. 

While some creations are temporary novelties meant to spark curiosity, others have become so popular that they are core to shops’ identities.

Take Ingleton Chippy in Carnforth, Lancashire, for example, where owner Mandy Calvert turned heads with her quirky addition – the battered chip butty priced at £4.50. What she says started as a gimmick four years ago to attract younger customers and groups of hikers has become a regularly ordered item. “I saw it somewhere and thought, we’ll try that for a gimmick,” Mandy explains. “It’s different and draws people in, and it’s still on the menu.”

The butty is filled with classic chip shop sides like curry, peas and cheese, coated in the same batter used for fish and fried for around five minutes. “It doesn’t take long as the bread is already cooked, the chips are already cooked and the fillings are already hot. It’s just cooking the batter,” she explains.

While it can be tricky to prepare when customers customise fillings, Mandy finds it a fun addition. “It’s one of those talking points,” she says, “a bit of a gimmick to get people in. And we have all the ingredients here that go in to one. It’s not something I’ve got to go out and buy especially.”

Punjabi heritage

Sandy Kaur, owner of Hawthorn Fish Bar in Birmingham, meanwhile, has turned to her Punjabi heritage for innovation. Her masala fish bites feature chunks of fish coated in a batter which she adds ingredients to such as garam masala and tikka seasoning. “Customers see the fish bites in the cabinet, ask to try one, and then take a portion,” she says, noting that the display helps boost sales. 

Additionally, Sandy brings in seasonal, festive battered items —battered Oreo donuts, Brussels sprouts and mince pies are already on the menu this year for Christmas. 

“People are looking for something new to try over the festive period and you’ve got the likes of McDonald’s and KFC that are always coming out with new items, so we have to go with the times,” she says. “Especially now where shops are struggling, you can’t just do the simple fish and chips.”

Customers aren’t too worried about the extra cooking and waiting time for these items, with Sandy adding: “Customers generally don’t mind because they often order a variety of items. It’s rarely a straightforward mini fish and chips order— they’ll want a kebab, a boneless chicken box or one of our feast boxes,” she explains. “They know that anything needing cooking will take about five to seven minutes.”

One thing she is meticulous about, however, is keeping the oil clean. “After each item goes in, we use a mesh to filter out anything that could affect the quality of the chips or fish.”

For some shops, a gimmicky item gains such popularity that it becomes a long-term menu staple. This is the case in Scotland, where the pizza crunch has become a must-have classic at fish and chip takeaways across the region, including Dino’s in Ayr, Ayrshire.

Owner Michael Concetta has been battering pizza for 25 years, and says it’s a serious player on his menu now – the third best-seller after fish and sausages. Michael believes the appeal lies in the texture. “It’s the crunch with the cheesy, doughy filling,” he says. 

Available in quarter, half and full pizzas, each order takes roughly five minutes to cook and requires precision to ensure it’s perfectly crisp, but not hard, and both sides are fried evenly. “Years ago, no one really did it, but word spread,” he explains, adding that the pizza crunch has become an essential part of Dino’s identity with up to 60 sold daily. “It’s the only special where I’ve diversified and it has actually worked. The pizza crunches for some reason have stuck – like the batter!”

Cult favourite

It’s a similar story for The Carron Fish Bar in Stonehaven, Aberdeen, proudly known as the birthplace of the battered Mars bar. This quirky treat dates back to 1982, when staff members accidentally created it during a quiet shift. The tradition continued when Murray Watson took over the shop 30 years ago, and it has since become a cult favourite. Today, his takeaway sells up to 100 battered Mars bars a week in the winter, with demand soaring to over 400 per week during the summer tourist season.

“It’s not something we actively promote anymore but people know about it and come from all over for our battered Mars bars. We’ve had every continent apart from Antarctica,” he laughs. 

Despite its divisive reputation – some rebuff it due to its unhealthy nature – Murray says it epitomises the shop’s playful spirit and continues to attract tourists. “If it brings a bit of joy and a laugh, then we can’t knock that,” he adds. “A lot of shops have items on the menu they only sell 10-15 of a week, whereas we can’t exactly knock something off that we’re selling a minimum of 100 a week off.”

While many fish and chip shops experiment with unique and quirky battered items – everything from pasties and Colin the Caterpillar cakes to steak have passed through frying ranges – Krispies in Exmouth, Devon, has taken a different approach. Rather than relying on novelty, it has built its brand around a more familiar favourite: chips. 

Originally introduced by the shop’s previous owners, current owner Kelly Barns has taken the concept of battered chips further by refining the batter and branding it as Krispies’ signature dish. 

“We decided if we were going to have this great product and set ourselves apart from everybody else, we had to brand it – and that’s how we became the home of the battered chip, as we call ourselves,” says Kelly.

The secret ingredient to Krispies chip batter is a colouring made entirely bespoke to them. “It took two years to get right,” explains Kelly, “but it’s completely natural and gives a far better product.”

While some customers are sceptical at first, the Krispies team is quick to offer samples, converting nearly everyone who tries them. “Our teams are trained to upsell and ask each customer if they have tried our battered chips. As soon as you get them to try them, I would say at least 90%, if not 95%, get converted.”

At a time when diversifying has never been more important to keep the flow of customers coming , Kelly says its battered chips appeal to everyone. “Our battered chips are something that crosses generations. People come for Krispies battered chips,” she explains. “It’s our talking point and our USP.”

In a market dominated by fast food giants with ever-evolving menus, creatively using batter offers a clever way to introduce new items often using ingredients you already have to hand. At worst, these items can serve as fun, time-limited specials; at best, they become permanent fixtures that set you apart and help create distinctive, memorable identities.

HAVE YOU TRIED?

Middletons Blend 30

Created to celebrate 30 years of trading, Blend 30 from Middleton Food Products consists of a unique blend of flours which when fried, give a batter that is described as being extra crispy with a light golden colour. Specifically designed to sit longer in the holding cabinet, it is cooks quicker than regular batter, helping operators serve quality food faster than ever.

Goldensheaf Standard Batter

Delivering a medium gold finish with plenty of lift, Goldensheaf Standard Batter from Kerry Foods is said to be perfect for use in modern frying ranges. Its makers also say it’s so popular that it is used in fish and chip shops from Land’s End to John O’Groats!

Ceres Natural Batter Mix

Utilising two premium British flours and incorporating two unique raising agents, Ceres Natural Batter Mix claims to give perfectly crispy results every time. It is free of added seasonings, allowing operators to add their own and it’s clear of artificial flavours, artificial colours and preservatives. Hence the name!

Fishers Gold Batter

Fishers Gold Batter is one of a range of four batters from Rupert’s Ingredients, and offers a rich golden, crispy. The batter reduces oil retention after cooking for a healthier fry.