One of Hull's most famous culinary delights will take centre stage next week as a major sponsor of the city's Yum! Festival of Food and Drink.
American Chip Spice, which was created in Hull 25 years ago, will celebrate its homecoming by sponsoring a United States-themed cookery and entertainment evening as part of the festival.
The eagerly anticipated Yum! Festival takes place over King Edward Street and Queen Victoria Square from Thursday until Saturday, bring together cuisine from across the globe.
Current boss at American Chip Spice, Edward Wilson, will return to his home- town to prepare for the event and will bring his official American Chip Spice van. Cheerleaders will perform next to the van during the evening.
Kathryn Shillito, event organiser and Hull Bid city centre manager, said: "Chip spice is a real Hull success story – a brand which is instantly recognisable and hugely popular.
"As the organisers of the Yum! Festival we are really grateful to Edward for sponsoring the American-themed night which, like the British and Indian nights, features cooking demonstrations backed by live entertainment, with free entry to all the festival events."
Among the new attractions at this year's event are three themed nights in the festival marquee.
There will be a British night presented by Thieving Harry's on the Thursday, American specialities from Stanley's Brasserie on the Friday and an Indian evening with Tapasya restaurant on the Saturday.
Mr Wilson chose to sponsor the American-themed night to underline the historic links of American Chip Spice with the city.
The original recipe dates back to the 1980s. Mr Wilson's parents managed Spice Blenders in Hull and created chip spice after visiting the United States on a research trip.
Mr Wilson said: "Back in 2000 we were manufacturing between 20,000 and 30,000 pots every year but now we produce about 200,000, as well as between 50 and 60 tonnes in bulk.
"It has built up a lot over the past year as we have promoted American Chip Spice at catering shows and trade events and the Yum! Festival is part of the expansion – it is our first major sponsorship.
"We are now selling about ten times more chip spice than in 2000 – you can even get American Chip Spice T-shirts from TopShop ."
Judy Newlove, owner of Sugar 'n' Spice, will badge cupcakes with the City of Culture logo when she holds a special stall at the Yum! festival.
Mrs Newlove said: "City of Culture is all about celebration and creativity and that is at the heart of what we do.
"We are experts at making and decorating cakes for special occasions."
Mrs Newlove opened her first shop in Cottingham five years ago. She opened a second shop in Paragon Street, Hull, two years ago.
Mrs Newlove said: "We concentrated on cupcakes last year and we sold a lot more than expected, so this year we are taking more products, such as maracoons, brownies and cake pops."
Visit yumfestival.co.uk or follow @YumFoodFest on Twitter for details of the event.
