Marketing group World Food Heroes launched the ‘Sam’s Diner’ branded ribs in barbecue sauce into the chain this week.
Priced at £3.99, the two chilled prepacked ribs follow on from the successful launch of a prepacked full rack of pork ribs in Waitrose in May under the same brand.
Mark Pearce, WFH managing director, said: “We have been overwhelmed by the positive reaction to our Sticky Pork Ribs and believe we can repeat that success with the beef. “This is a unique product and we believe they will soon become every bit as popular as the more familiar pork ribs.”
Further launches by the company are in the works.