The announcement comes following a Government crackdown on children’s consumption of high-calorie foods and a growing concern around the UK’s levels of childhood obesity which saw Public Health England investigate calorie consumption among the country’s youngest people with plans to reduce the number of calories in the “foods children consume the most” by 2018.
Sam Wilbraham, marketing director, FriPura, said it is now seeking the support of leading individuals, businesses, regulatory bodies and pressure groups, as it promotes a ‘gold standard’ in frying, which would see portion sizes and ingredients remain the same.
“This (filter) is a simple product but we believe highly effective in tackling the number of calories and levels of fat in fried food and ultimately, the UK’s obesity crisis,” he said.
“Reducing portion sizes is often the go-to idea when it comes to tackling obesity, though we believe this doesn’t need to happen. Our filter drastically reduces the fat and calories in fried foods, without any need to change cooking practices.
“Portion sizes can remain the same, and so can customer satisfaction - in fact, taste and texture actually improve with our filter. As shown by the results we’ve seen, commercial kitchens can see dramatic results without any need to change their cooking practices.”
Wilbraham added, oil life is also doubled with the use of a filter, and because the price of the filter is than that of the oil saved, the FriPura filter doesn’t cost anything to the business.
“On top of that, when you consider how much cooking oil businesses go through every day, the additional money saved is staggering,” he said.
“It may only be a small product, but it has a huge economic impact; helping restaurateurs save money and consumers reduce their fat and calorie intake.”
The filter reduces impurities and harmful elements in the oil, some of which are created in the frying process, and reduces the amount of oil absorbed by the food.
In its first year of launch, the filter has been adopted by a number of restaurant and bar chains, including The Lovely Pub Company, The IHG and The Metropolitan Pub Company.
FriPura, based in Hull, UK, now wants to reach £100m turnover in the next five years.
The company is focusing on fast-food, pre-packed sandwiches and takeaway meals for now.
Public Health England’s plans include working alongside food producers and retailers, which the Government hopes will see changes as early as next year, in reduced portion sizes and healthier ingredients used in production.