Post ‘Horsegate’, Tesco is ramping up its quality credentials in chilled meat and burgers with a host of new products and premium packaging.
The revamp - on the back of the retailer’s annual category review - comes in the wake of its commitment to create “world class” traceability in its meat supply chain following the horsemeat scandal.
Smart boxed cardboard packaging has been rolled out to about 25 products across Tesco’s Finest range of beef steaks and joints to give them added stand-out on shelf and enhance their top-tier status in the Tesco range. “This follows a successful trial of cardboard packaging for Aberdeen Angus dry aged beef since October 2012,” said a spokeswoman. The revamped products rolled into stores last week.
Tesco had also brought the Silver Fern Farms brand of lean New Zealand lamb “in house” by replacing it with a Tesco own-label range, the spokeswoman added. The products - in matt plastic pouches - comprise lean lamb leg, lamb medallions, stir fry, loin fillet and rump.
Tesco has also introduced new, premium chilled burgers, including Finest burgers with smoked garlic, tomato and herb beef burgers and chipotle chilli and BBQ turkey burgers.
In a speech at the NFU annual conference on 27 February, group CEO Philip Clarke said Tesco was committed to offering high quality at every price point. “Whatever a customer is able to afford, there can be no compromise - what’s on the pack is what will be in the product,” he said.