Prioritise your packaging

With costs continuing to rise, shops are under pressure to justify their prices to customers, and presentation can play a crucial role in this

With the cost of everything from fish and oil to energy spiralling, the price of a portion of fish and chips has risen dramatically, and, in many areas, customers are now paying well over £12 for their Friday night favourite. Like it or not, that puts the dish into a high-end price bracket, meaning shops must justify that price tag.

For operators, much of the inflationary pressure is out of their control. But there are aspects of the customer experience that can still be shaped, and one of the most powerful is presentation. Packaging, in particular, has become a frontline tool for fish and chip shops looking to stand out, reinforce value and reassure customers that their meal is worth the money.

Billy Cook, national sales manager at Klӧckner Pentaplast (kp), says packaging is no longer simply a way to hand over hot food. It has become a statement of quality and sustainability. “Rather than race to the bottom by cutting quality, operators can embrace their new position at the top end of the foodservice market by enhancing presentation. This is where packaging comes into play,” he says. “The recent ban on many categories of single-use plastics for foodservice companies means that expanded and extruded polystyrene single-use containers are banned in England, Scotland, and Wales, meaning now is the perfect time for fish and chip businesses to upgrade their packaging.”

This comes with a significant upside, says Billy, who points to a YouGov survey showing over half of consumers are willing to pay 10% more for packaged food and drinks that they perceive to be sustainable, while one in five would be willing to pay up to 25% more.

Adopting packaging that is easy to recycle and not affected by the ban is one way that Billy believes fish and chip businesses can add value to their products in the eyes of these sustainably-minded consumers. He adds: “kp Infinity Plus is an example of how we have used feedback from our foodservice customers to better meet their needs. It’s a deep-fill tray, enabling fish and chip operators to load up their offering with chunkier chips, condiment pots, and lemon garnishes to add premium elements to each serving. This helps ensure packaging is eye-catching while remaining effective and easy to dispose of. And the benefits don’t stop there, all products in our kp Infinity® range are 100% recyclable.”

Overall experience

This emphasis on packaging as part of the overall experience is echoed by Georgina Colbeck, director at wholesaler Henry Colbeck, who believes how a meal looks when it’s served can be just as important as how it tastes. “That’s where the Hook & Fish packaging range, available exclusively through the Q Partnership (Friars Pride, Henry Colbeck and VA Whitley), comes in,” she explains. “Designed specifically for fish and chip shops, the range offers a complete branding solution. From boxes and bags to napkins, trays and even point-of-sale materials – all crafted to elevate the nation’s most treasured dish.

“Packaging is no longer just functional, it’s a marketing tool in its own right. Effective branding elevates the perception of fish and chips, transforming it from a quick bite to an indulgent treat worth paying more for.”

As well as helping shops build a premium image, Georgina also points to the practicalities of its Hook & Fish range: it is robust, recyclable and made from up to 90% recycled content. In addition, features such as air holes to release steam prevent soggy chips and help keep batter crisp, while two-compartment boxes allow fish and chips to sit neatly side by side without compromising texture.

One operator who made the switch summed it up neatly: “Since switching to Hook & Fish, my food is presented beautifully, and I’ve achieved great portion control too.” In a sector where margins are under constant pressure, that balance of premium presentation and consistent serving sizes can make all the difference.

Centre stage

National wholesaler T.Quality also believes packaging has moved centre stage in how customers judge their meal. “With fish and chip prices continuing to rise, customers expect more than just great taste,” says Sean Savage, sales and marketing director. “They want food that looks and feels worth the money they’re paying.”

T.Quality’s portfolio reflects this shift. Its Blue Fish and Trawler ranges are designed with sustainability and standout presentation in mind, while its newsprint packaging — launched last year — has tapped into a different kind of value: nostalgia. “It’s a favourite choice among shops,” Sean says. “Not only does it deliver on practicality, but it gives customers that familiar sense of tradition which adds to the overall experience.”

For Sean, packaging has become as much about marketing as it is about serving, with a well-designed box or bag reinforcing a shop’s image, encouraging repeat visits, and even driving social media shares. He adds: “By choosing the right packaging, operators can justify their menu prices while also giving customers a memorable experience that goes beyond the meal itself.”

A key driver for packaging innovation is sustainability. Packaging supplier BioPak argues that switching away from plastic now is not just about compliance with bans but about future-proofing businesses and aligning with the values of modern consumers.

Take plastic carrier bags: derived from fossil fuels, they linger in landfill for centuries. BioPak suggests swapping them for FSC-certified paper bags, sourced from responsibly managed forests and suitable for home or industrial composting. The FSC certification also ensures broader environmental and community safeguards, giving operators a positive story to share with customers.

Hot drinks packaging is another area under scrutiny. Traditional paper cups often contain a thin plastic lining, making them difficult to recycle. BioPak’s solution is to replace these with cups lined with PHA or aqueous coatings, which contain no fossil-based materials. PHA resin is certified marine-biodegradable, meaning if a cup does end up in waterways, it will break down far faster than conventional plastics.

Seasonal trends

Jumping on seasonal trends can be another way to help packaging sell a product and command a price premium, something the high street chains do so well. To help independents compete, plant-based compostable food packaging supplier Vegware has launched its Northern Lights winter cups, which take inspiration from the aurora borealis with deep indigo, soft purples, and a subtle, magical glow. Available in 8oz, 12oz, and 16oz, the new cups are ready to hold whatever winter warmers you’ve got in the works, whether it’s creamy hot chocolate, mulled wine or gingerbread latte.

Sometimes, it’s the little details that leave a lasting impression. Vegware, for instance, has introduced a 3.3-inch wooden chip fork, made from FSC-certified birchwood and supplied in a quirky fish-themed cardboard dispenser. Industrially compostable, the forks help customers enjoy their chips without messy fingers, while reinforcing eco credentials in a subtle, low-cost way.

These kinds of touches remind operators that packaging doesn’t have to be flashy to be effective. Even small swaps can contribute to the story of value, sustainability and care that customers are increasingly looking for.

The message across the sector is consistent: fish and chip shops cannot control global fish stocks, energy prices or inflation. But they can control how their product is presented, and packaging is now central to that.

Fish and chips may no longer be the cheapest option on the high street, but with the right presentation, customers can still walk away feeling they have got value for money. In today’s market, making sure every portion looks as good as it tastes is more important than ever.