Aldi launches new beef range as burger sales soar

Discount retailer Aldi has launched a new steak range of Red Tractor assured British Aberdeen Angus beef, which it claims matches the quality of Aberdeen Angus beef stocked in Waitrose and Marks & Spencer, but is up to 30% cheaper.

The range includes a 21-day matured eight-ounce sirloin steak, a 21-day matured eight-ounce rib eye steak, and a 14-day matured six-ounce fillet steak, as well as Aberdeen Angus mince.

Tony Baines, managing director of corporate buying at Aldi, said: “Our new Specially Selected Aberdeen Angus Certified beef range gives shoppers the very best quality beef at an everyday low price.”

The beef is 100% British and comes from certified Aberdeen Angus sired cattle that are reared in natural extensive conditions.

Ron McHattie, chief executive of the Aberdeen Angus Society said they were delighted to be working with Aldi. He said: “We believe it is important to make good quality, ethically-reared meat affordable for everyone. Aberdeen Angus cattle are fed almost exclusively on grass and conserved natural forage and Aldi’s certified Aberdeen Angus beef comes from farms that are specially selected to ensure the highest possible welfare conditions are met. All of this helps to produce a distinctive and succulent flavour that sets certified Aberdeen Angus Beef apart from the rest.”

Aldi also reported a surge in burger and barbecue food sales during the middle weekend of the Olympics. Sales of its 16-pack of beef burgers rose by 91%, compared with the previous week, with sales of its luxury burgers, specially selected Aberdeen Angus beef quarter-pounders, also rising by 62%.

Over the last year, Aldi’s market share has steadily increased. The latest Kantar Worldpanel grocery share figures for the 12 weeks ending 8 July showed growth of 26.1%, with an overall market share now standing at 2.9%. Rival discounter Lidl also rose 11.5% and analysts say the trend of shoppers’ savvy spending as austerity bites has been marked, with own-label growth across the major multiples also growing. Fresh beef sales across the discounters rose 48.9% year-on-year, with their share of the overall beef market share now standing at 4.4%.  


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