Aldi launches reduced-fat British lamb mince

Capitalising on the trend towards healthier options, retailer Aldi is introducing a reduced-fat, 100% British lamb mince.

The 10% fat mince will be available in stores as a Specialbuy from 24 November, while stocks last.

The new addition is targeted at consumers in pursuit of a lighter meat while maintaining the taste of a full-fat option and the versatility of mince.

“At Aldi, we are proud to offer customers the finest-quality products at everyday low prices,” said Tony Baines, joint managing director of corporate buying at Aldi. “The introduction of the reduced-fat British lamb mince continues this commitment, as well as our dedication to supporting UK farms through the sourcing of British produce.

“Following the improved perceptions of lamb and through launching Aldi’s reduced-fat lamb mince, we aim to offer our customers a healthy and delicious option using high-quality, excellent value British meat.”

The 400g pack of British lamb mince is available for £3.29.

Research has indicated that lamb has experienced an increase in popularity, with beef and lamb seeing an £11 million increase in spend last year, according to the Agriculture & Horticulture Development Board (AHDB).

The levy board also ran a lamb keema campaign in recent months, with the purpose of promoting minced lamb as a flavoursome, simple and low-cost keema.

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