Iceland divides UK North/South by chip sauce preference

Iceland supermarket has sparked debate by dividing the UK into North and South based on chip condiment preferences, placing Birmingham and the West Midlands in the South. The decision followed a customer survey revealing curry sauce as the Northern chip topping of choice, while the South favored ketchup and other sauces. This led to a map dividing the country, with the East Midlands considered part of the North. Iceland's chief commercial officer stated the survey aimed to understand regional chip shop orders, ultimately identifying curry sauce as the key differentiator in defining the North/South divide.