After a successful trial, Hennighan’s Fish & Chip Top Shop in Machynlleth, Powys, is selling Stokes sauces, an offering that matches the quality of its award-winning fish and chips
Stokes’ first foray into the fish and chip industry began during lockdown, when the wider foodservice world had shut its kitchens. Kate Mills from the Stokes team compiled a strategic cold-call list of accredited and award-winning shops, and one of the first to answer was Jemma Hennighan-Evans of Hennighan’s Fish and Chip Top Shop. After trying and enjoying the samples herself, she gave Stokes a trial in 2021.
Fast forward to 2025, and the relationship has grown strong. This year, Stokes supported Jemma’s father, David, as he embarked on a fundraising cycle for National Fish and Chip Day, raising money for Help for Heroes. Likewise, in 2023, David backed Stokes during a live BBC Wales interview discussing ‘Why should customers pay for sauce sachets?’ David was strong in his conviction, saying nothing is free, that quality sells, and if you are going to sell sauce, Stokes is the sauce to offer.
Initially, it was the packaging that caught the pair’s attention. “It has a class about it,” says David. “Then of course, the flavour – taste always has to be the biggest factor.”
Beyond taste and presentation, David and Jemma value the brand’s story. “Stokes is family-run, and they care about the environment,” says Jemma. “There are a lot of parallels with our business.”
They ensured that customers saw the sachets and portion size, reassuring them of the value. “We have been exclusively Stokes for a while, and now when customers come in, they know what they are getting.”
To encourage uptake, Jemma always asks customers which sauce they’d like, rather than waiting for them to order. “This increases sales. Usually, customers don’t even ask about cost. And we even had one customer say, ‘We are excited to try your fish and chips and now you have a quality sauce too.’”
Hennighans has since added Stokes squeezy take-home bottles, which have increased visibility of the range. Jemma adds: “We overheard one customer say, ‘We only see Stokes in delis, and it is lovely to see in a fish and chip shop.’ And we’ve got one lady who buys two bottles at a time for her family to enjoy through the week.”
With fish prices rising, Hennighan’s regularly rotates specials which utilise Stokes wider range of catering lines to diversify the menu. “If you are going to have a special, it has to be good, and Stokes helps lift the dish,” says Jemma. “We have burgers topped with Chilli Jam or Stokes Onion Marmalade. I make pea fritters filled with Stokes Chilli Jam, which we always sell out of. The combination of the sweet flavoured peas, filled with a fruity chilli jam with a warm kick, is a perfect combination.” Their record is 300 sold over a single bank holiday festival weekend.
With Stokes sauces now readily available from The Q-Partnership, David recommends other chippies give Stokes a go, adding: “You won’t regret it. Do a blind taste test with your customers or staff – I have no doubt of good feedback. If making the best fish and chips, why wouldn’t you want the best sauce on the side? We recommend Stokes.”
To support this, in a May 2025 independent survey of 1,800 people, 51% recognised the Stokes brand. Of the 23% who had tasted it, 81% said they liked or loved it.
And with margins in mind, one case study saw a chippy add over £8,000 in new revenue by charging for Stokes premium sachets, rather than giving away generic sachets.
Stokes sales@stokessauces.co.uk www.stokessauces.co.uk/trade
