A British study released to mark the start of a week celebrating fries said the popular snack tastes better at the seaside.

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Oxford University psychologists said they found "ambient sound" affected the experience of eating fries along with the touch, look, smell and taste of the potatoes, The Mirror reported Monday.

"Given the association between fish and chips and the seaside, it's likely that listening to the sea will make them a gastronomic experience," Oxford Professor Charles Spence said.

The study was released to mark the beginning of National Chip Week, a British celebration of fries.

Farmers Weekly Interactive said the event, created 20 years ago by the British Potato Council, seeks to highlight the position of fries and other potato products in the British diet.

"One in four of all [British] potatoes are made into chips, so the week continues to provide support for this significant sector of the market," said Kate Cox, marketing executive for the Potato Council.

"It is a fantastic way to highlight the versatility of potatoes and demonstrate that chips can be eaten as part of a balanced diet. All sectors of the industry involved with chips ... can benefit from the impact of the week," Cox said.