McCain has partnered with TV presenter Alison Hammond to launch CHIP, a free pop-up restaurant dedicated entirely to chips, featuring more than 1,000 possible flavour combinations.

The four-day experience, running from today until 8 November at 2 Westgate Street in London Fields, celebrates the evolution of food trends from the 1990s to today, with visitors able to customise their McCain chips with a range of toppings, seasonings and sauces.

The menu draws inspiration from nostalgic flavours such as truffle oil and balsamic glaze, alongside more recent social media food trends including matcha, gochujang and pickle vinegar.

Hammond has also created her own signature dish, The National Treasure, combining garlic butter, hot honey and Everything Bagel Seasoning.

The TV presenter said: “I’m so excited to be teaming up with McCain to create The National Treasure. We’re putting chips centre stage and celebrating all the delicious ways you can enjoy them.”

She added: “Whether you like to keep it traditional or fancy trying something a little different, there’s plenty to get your taste buds excited! And the best bit? You can come along and try it all for FREE!”

McCain celebrates changing food trends

The pop-up features a selection of themed chip dishes, each reflecting different culinary trends.

Among the creations is Pomme de Terre, inspired by 1990s flavours and featuring truffle oil, porcini mushroom dust and rosemary sea salt.

Fall Fries combines pumpkin spice, salted caramel and a cinnamon-sugar swirl, while The Po-TEA-to brings together matcha, miso and yuzu.

Visitors can also try Chip-kle, featuring pickle vinegar, garlic butter and Himalayan pink salt.

The launch was attended by several social media personalities, including Joe Baggs, Jack Remmington, Bemi Orojuogun and Alex Haddon.

Laura Koscik, marketing director at McCain, said: “Chips have been a constant on our plates through decades of changing food culture.

“At CHIP, we’re putting this much-loved icon centre stage and inviting people to rediscover their love of chips – whether that means returning to a nostalgic favourite, trying a cult flavour or creating a combination that is entirely their own.”

Koscik added that McCain, which claims to produce one in four chips worldwide, wanted to celebrate the enduring popularity of the product while exploring its place in modern food culture.

Chips remain a British favourite

The campaign follows research commissioned by McCain which found that 30 per cent of British consumers consider French fries their favourite potato dish, ahead of roast potatoes at 24 per cent and mashed potatoes at 12 per cent.

The survey, conducted by Pollara Strategic Insights between 26 January and 15 February 2026, questioned 1,003 UK residents.

CHIP is open daily from 11.30am to 7pm until Sunday 8 November, with free entry, chips and merchandise available while stocks last.

Visitors can attend without a booking, with walk-ins welcome throughout the four-day event.

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