Morrisons has expanded a trial of Australian beef products with a relaunched lineup.
The new-look range, made up of rump, ribeye, sirloin and fillet steaks, is available under Morrisons’ tertiary brand Limited Edish.
Morrisons first started selling a mix of Australian and UK beef under the brand in limited numbers in June. It marked an end to its 100% British beef-sourcing pledge and angered UK farming groups.
The revamped lineup is now wholly sourced from Australian producers, in redesigned packaging, carrying an ‘Australian Made’ logo front of pack.
The steaks have rolled out to around 40 of Morrisons’ larger stores over the past three weeks – and an expansion is understood to be in the offing.
The sirloins and ribeye cost £6 each for a 200g pack (£30/kg). The rump costs £4.25 for a 227g pack (£18.72/kg), while the fillet costs £8 for a 200g pack (£40/kg). By comparison, a Morrisons The Best Signature Collection sirloin is priced at £46/kg. A Market Street British Prime Sirloin is £22/kg and a Market Street Scotch Sirloin is priced at £30/kg.
Morrisons’ move comes in the wake of a significant tightening of supply of UK beef over the past year, with AHDB forecasting a 4% fall in production in 2025.
The supply situation pushed up the GB all-prime deadweight cattle price to a record high of 702p/kg in early May, with import demand estimated to be up 6% for the year as a result.
Read more: Why are red meat prices up and when will they settle?
Analysis published by AHDB this week revealed average retail prices for beef were up 17.1% year on year [Worldpanel 12 w/e 7 September]. Consumer demand has slumped accordingly, with primary beef volumes down 10.8% in the same period, and all cuts in decline.
Australia, which grew beef exports to the UK by 125% year on year in the first six months of 2025 [HMRC/Trade Data Monitor], has been keen to fill the gap brought on by the slump in UK production.
Speaking to The Grocer at this week’s Anuga exhibition in Cologne, Meat & Livestock Australia’s UK country manager Richard Sanders said: “Our aim is to complement British products, giving shoppers more choice while supporting a consistent supply of premium red meat throughout the year.”
The contrasting seasonality between Australia and the UK meant when domestic availability is lower, Australian red meat could “help to ensure year-round supply without compromising on quality, values, or standards”, he added.
“Over the past decade, imported beef from around the world has accounted for 25%-35% of UK consumption. Australia plays an important role in supporting UK supermarkets maintain availability of consistent, high-quality beef all year-round while still prioritising British beef.”
The UK and Australia had a “shared affinity when it comes to red meat production standards and values”, Sanders said. Ireland is the largest exporter of beef to the UK, representing about 57% of imports, followed by Poland and the Netherlands.
“Australian red meat is produced to some of the highest global standards; it’s safe, sustainable, fully traceable and produced to the highest animal welfare standards,” he added.
A Morrisons spokesperson stressed the steaks remained a trial. They make up “a very small proportion of our sales (less than 2% of our fresh beef) and we’re listening to customers for their feedback”.
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