Aldi has moved to capitalise on the success of its limited edition wagyu range by launching a rump steak variant in time for the bank holiday weekend.
The discounter’s Specially Selected wagyu rump steak will go on sale on Thursday 25 August until stocks last (rsp: £4.99/227g).
Aldi launched its first wagyu products in 2014, and since then has sold a number of lines including Specially Selected ribeye and sirloin variants and more recently Specially Selected wagyu beef burgers for the May bank holiday.
Some 3,000 burgers were sold per hour across the UK when Aldi introduced the burgers, indicating its growing popularity with customers and cementing the retailer’s position as the UK’s largest retailer of the specially bred meat.
“Wagyu beef has proven very successful with our customers and we are delighted to offer rump steaks for under £5,” said Aldi joint MD of corporate buying Tony Baines. “Aldi is continuing to offer premium quality products at everyday low prices, allowing customers to make substantial savings on luxury products without compromise.”
The steaks are sourced from cattle that are both outdoor reared and 100% grass-fed on open New Zealand pastures, Aldi said, unlike wagyu cattle raised in other countries, such as Australia and America.
Demand is expected to be “unprecedented” and a limit of two steaks per purchase has been placed by the retailer.