Aldi has relaunched its top tier beef steak offering by replacing it with premium Aberdeen Angus meat.
The retailer had previously sourced its top tier steaks from a variety of Red Tractor Assured farms but has focused on one specific breed for the revamp in a bid to take it more upmarket.
It said the range, available in four SKUs comprising sirloin, rump, ribeye and fillet steak, rolled into stores last week, and offered “fantastic marbling, and therefore eats beautifully”.
The steaks were up to 40% cheaper than equivalent products sold by Waitrose, it said, with the beef matured for 30 days using Himalayan salt, and prices unchanged; starting at £3.79 for a dry-aged Specially Selected Aberdeen Angus rump steak (227g).
The revamp followed consumer research of 2,021 shoppers by Aldi, which found that 30% of the UK now dined on steak fortnightly.
“We’re proud to offer customers the finest quality products at everyday low prices,” said Aldi joint MD of corporate buying Tony Baines.
“The introduction of the Aberdeen Angus steak range continues this commitment, as well as our dedication to supporting UK farms through the sourcing of local produce,” he added. “Following the success of previous premium produce, including the Wagyu steak range, we aim to answer our customers’ demands for high-quality, excellent value, British beef.”