Iceland wagyu burger

Iceland is expanding its frozen speciality meat offer with the launch of new “luxurious” proteins including wagyu beef burgers and rabbit fillets.

Available in stores nationwide from 8 July 2015, the new additions to Iceland’s Kezie range include Wagyu Beef Burgers (rsp: £1.89/2pk/220g), Rabbit Fillet (rsp: £4.50/1pk/250g), Venison Haunch Steaks (rsp: £5/2pk/250g) and Kangaroo Fillets (rsp: £4.50 2pk/250g).

Iceland joint managing director Nigel Broadhurst said the retailer was expanding its Kezie range, launched earlier this year, in a bid to tap into the trend for ‘alternative proteins’ made popular by sports stars and body builders.

He added the line of affordable frozen meats made otherwise expensive alternatives to beef, chicken and lamb “accessible to everyone”.

The move follows Iceland’s launch of Smoke Bros - a new branded range of chilled US-style BBQ meat products - in April.

The Smoke Bros range, which includes beef steaks, belly slices and pork loin steaks, is now on sale in a third of Iceland stores across the UK.