McCain has relaunched its Original Choice Chips range, so that they are "crispier on the outside and fluffier on the inside."

The changes were made following customer research which identified what people wanted from their ideal chips.

As well as being crispier and fluffier, the chips have 66 per cent fewer black and "scratty" bits compared to other chips. They are also longer to give better plate coverage compared to cheaper competitors, making them more profitable for licensees.

When tested by The McManus Pub Company, for example, every case of Original Choice Thick Cut Chips delivered four extra portions and £10 extra cash in the till.

"Chips are a key part of the menu, with our research showing that consumers would rather switch their meal than not have chips, so it's important to get them right," said Jo Holborn, marketing and category controller at McCain Foods