Morrisons has reported a surge in offal sales on the back of moves to promote less popular cuts of meat.

The supermarket began trialling, tripe, cheeks, ­trotters, skirts and other cuts in its fresh British meat range last year, and said sales of beef, pork and lamb offal had risen by 12% as a result.

Morrisons adopts a ­different butchery policy to other supermarkets, ­cutting meat itself to allow it to use the whole carcase. It also has butchers in most stores. The offal range is available in 54 stores.

"We have had many requests from customers for these cuts," said the retailer's master butcher Roy Craven.

Celebrity chefs have been encouraging consumers to buy more offal, with Hugh Fearnley-Whittingstall, Gordon Ramsay and Raymond Blanc creating dishes using cuts such as pigs' feet, cheeks and tripe.