Morrisons’ butchers introduce supermarkets’ biggest burger

Retailer Morrisons is targeting the Father’s Day market with the introduction of its ‘daddy of all burgers’. 

Claiming to be the UK’s largest supermarket burger, the giant meal – which has been launched today – is four times the size of regular quarter-pounders found in shops.

“All our butchers will be making these mammoth burgers by hand,” said Morrinsons’ butchery expert Paul Robinson.

“We think many dads will aim to eat the whole thing, but if their eyes are bigger than their belly, they can always share with their family.”

Weighing 454g, approximately the same weight as a football, the burger is 18cm in diameter, made from 100% British beef and will cost £3. Seasoned with paprika, sage and parsley, the ‘daddy of all burgers’ is made fresh at Morrisons Market Street Butchers counters. For an extra 50p, the burger can be accompanied by a giant fresh bun.

The inspiration behind the novel burger comes from research indicating that burgers are Britain’s favourite barbecue solution. Meat Trades Journal reported in March that figures from Kantar Worldpanel for last year showed that the beef burger narrowly defeated sausages in being the most popular barbecue food, taking 27.3% and 27% of the market share respectively.

With Father’s Day coming up on Sunday, 18 June, the ‘daddy of all burgers’ is hoping to tap into shoppers looking for the ideal gift.

It has been suggested the beef burger be cooked on a very hot griddle pan, frying pan or barbecue and heated evenly for four minutes on either side.

This isn’t the first time Morrisons has launched an innovative product especially for Father’s Day. Last year, it introduced a ‘daddy of all steaks’ for the occasion.

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