Asda to expand Butcher’s Selection range

Asda, the SuperMeat & Fish Retailer of the Year, is to roll out its Butcher’s Selection range to other cuts of meat – after seeing a sales uplift of three quarters of a million extra steaks since its launch.

Butcher’s Selection was introduced in July 2011, with a TV campaign featuring Asda’s head of meat quality Jim Viggars, and is the biggest fresh meat launch in Asda’s history.

The supermarket swept the boards earlier last to take the title of SuperMeat & Fish Retailer of the Year, an industry accolade it is now using in all its meat and fish promotions. As well as concluding its TV advert with the words ‘Meat & Fish Retailer of the Year’ beneath the SuperMeat logo, the supermarket is publicising its success with in-store posters, barkers, bunting and point-of-sale promotions.

Now, the supermarket has revealed that it will be rolling out Butcher’s Selection into meat joints from 19 September – which will include pork, gammon, beef and lamb.

Barry Williams, fresh food commercial director of Asda, said: “In the last 18 months we’ve made huge strides in the quality of our food and Butcher’s Selection is a major step forward, which customers love. Taking Sainsbury’s crown by winning Meat & Fish Retailer of the Year proves our drive for quality food is working.”

The first phase of Butcher’s Selection consists of a range of quality steaks, including fillet, rump, sirloin and ribeye. The beef in Butcher’s Selection is sourced directly from 8,500 farmers and is hand-selected by Asda’s Master Butchers. The range is part of Asda’s £27m investment in quality across fresh food, which incorporates a seven-point quality plan.

The retailer added that its rump steak was by far the most popular cut from its new range – with customers buying more than double the number of steaks since July.

Asda’s own research also shows that customer perception of the quality of its food has dramatically risen, driven by the launch of Butcher’s Selection and Chosen by you (Customer Pledge Tracker July 2011).

>> Asda celebrates SuperMeat award on TV and in-store


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