Asda has begun selling Uruguayan beef steaks under a new Grass & Grill brand, amid soaring inflation in red meat.
The new range, developed by Asda’s key red meat supplier Hilton Foods, went on sale last week “for a limited period”.
The two imported steaks – 30-day matured sirloin and ribeye – are priced at £21.94/kg and £23.70/kg respectively.
Sourced only from farms using what the brand describes as “extensive grass-fed systems and careful herd management” with cattle spending at least 90% of their lives grazing in fields, the sirloin is priced some 21.5% cheaper than a standard-tier, British or Irish 21-day matured Asda own-label sirloin, at £27.93/kg.
The ribeye, meanwhile, is priced 17.7% lower than the equivalent British or Irish own-label product at £28.81/kg.
The listing comes as the cost of red meat has soared in recent months. UK farmgate beef prices are currently at record highs, hitting 713.3p/kg on 3 May [AHDB]. That’s up 7% since 8 March and 43.8% year on year.
AHDB is forecasting UK beef production will fall by 5% in 2025 due to factors such as as declining business profitability and a reduction in farm subsidies, driving the need for further imports.
Read more: Inflation makes a comeback as beef leads price hikes
And inflation is already translating into higher beef prices in the supermarkets.
The latest Assosia data for The Grocer’s Key Value Items tracker (below), shows the average cost of an own-label beef burger is up 10% month on month and 31% year on year.
Mince is some 19% more expensive year on year, while analysis from the Association of Independent Meat Suppliers this week (using AHDB data) revealed the average cost of a sirloin has risen 43.1% year on year, with roasting joints up 34.2%.
Price hikes in the beef aisle was described as a key driver in the one-year high inflation figures reported by the British Retail Consortium this week, with food prices up 2.8% in May – marking the fourth month in a row of increases.
Asda’s move follows a decision, first reported by The Grocer, to end its 100% British fresh chicken pledge in February, citing “supply challenges”.
However, it stressed the listing of Uruguayan beef under a separate brand did not undermine its pledge to source only British and Irish own-label beef.
“We always look to offer customers a wide choice of products to suit all budgets,” said a spokesman.
“These steaks are provided by a branded partner and available in our stores for a limited time only. All of Asda’s own brand fresh beef continues to be sourced from farms in the UK and Republic of Ireland.”
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