Morrisons has launched a new range of premium fresh British meat cuts and added-value products, designed to offer shoppers “the flavour of top restaurants at home for less”.
The 12-strong The Best Gourmet Collection had been created by Morrisons chefs, in partnership with its British farmers, “to be bigger, bolder and pack a serious punch on flavour”, the retailer said.
The lineup includes products ranging from aged T-bone and tomahawk steaks, to Tennessee whiskey BBQ pork ribs, hickory smoked chicken wings and lamb kebabs with a coronation dressing.
Each product is designed to serve between two to four people and has been slow cooked, dry aged or smoked. prices range from £5 for the chicken wings (700g) to £20 for the T-bone (900g).
Morrisons said the range had been developed in response to customer insight that showed shoppers had enjoyed meal kit food boxes during lockdown and invested in specialist cooking equipment such as smokers, pizza ovens and upmarket barbecues.
The supermarket giant also hoped to meet demand from three quarters of its shoppers for products that felt “a little bit special to impress guests” this summer.
“Our aim was to bring a range of great value, flavoursome and tender cuts to our shelves, that will guarantee to make mouths water,” said Sean Gill, head of meat at Morrisons.
“We can’t wait to hear what our customers think of the new range and hope it will be the centrepiece of many tables this summer,” he added.
Morrisons recipe developer Roz Norton added: “We wanted to bring the techniques you see in premium restaurants to our customers’ homes – with meticulous smoking, dry-ageing or slow cooking.
“I’m incredibly proud to see the range hit the shelves and hope customers love them as much as I have enjoyed developing them.”
The products are available in store and online now.
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