Your fish and chips portion could be about to get smaller

People would eat healthier portions claim industry insiders - but is it just to help profits? (Rex)

Fish and chip portions could become smaller to help combat obesity.

As well as being placed under pressure by the government to to provide less fatty food, industry insiders claim customers prefer smaller portions for health reasons.

But there could be something fishy about the slimmed-down portions - the move could also help increase profits for chip ship owners.

Retailers JJ Food Service said 45per cent of customers would order a smaller chip portion so they can cut down on calories.

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In addition, a further 33per cent said a smaller portion would encourage them to eat fish and chips more often.

The company is running what it calls the “10oz Challenge”.

This tries to encourage fish and chip lovers to reduce fat intake by reducing the size of their portions - and improve profit margins for chip shop owners.

JJ Food claims the average weight of a small portion of chips is 16 oz or 450g.

It is suggesting an extra small at 10z or 283g would be popular.

The suggestions come on top of a move last month by the government encouraging high street restaurants to cut down the size of their puddings.

Those that don’t could be named and shamed.

It is not clear how the advice will go down with those who like their portions large though.

Brits eat some 380 million portions of fish and chips every year and there are more than 10,500 fish and chip shops in the country.

An average portion of fish, chips and peas contains 7.3% fat of which 2.8% is saturated fat, claim the Federation of Fish Friers.