Good, Better and Best tiers are to be introduced from March 6 (Monday), when underperforming or duplicated lines will be replaced with new offerings.
Provenance has been broadened from English to British to allow for Scottish beef, and the red tractor will appear on packaging together with Quality Standard marks.
The meat will be in clear trays with wraparound labels featuring the farmers who rear it. Customers will be able to find more information about all the farmers supplying fresh meat to Budgens on the company’s web site (www.budgens.co.uk). The rationalisation of the range follows consumer research at a number of stores.
Steve Carter, fresh food category controller for MBL, said: “The audit of our meat business identified that customers did not associate us with having a consistent or comprehensive range, and our labels weren’t communicating the right messages. We are big enough to have all the due diligence and traceability in place, but small enough to know our individual farmers.”