Essex chippie wins King Frost fish cake challenge

One of the 10 regional winners in the National Fish & Chip Awards 2011 has also won the King Frost challenge to all 32 shortlisted shops to develop a new fish cake product that will be launched as a limited-edition product later this year.

John McNeill (below with the winning fish cake) of http://www.youngscaterer.co.uk" target="_blank" rel="noreferrer">Scooby Snax](http://www.scoobysfishandchips.co.uk) in Brightlingsea, Essex (which was named best chippy in the South-east of England for the second year running) impressed the judges with the quality of the product and the sheer amount of consumer research and insight involved.

A spokeswoman for [Young's Seafood, which owns the King Frost brand, said McNeill had submitted four products but extensively researched 10 in total.