Muddy Boots butchers

Muddy Boots will open its first store in Crouch End next year

Posh burger company Muddy Boots Real Foods has announced plans to open a chain of butchers shops aimed at women, under the fascia The Modern meat Shop by Muddy Boots.

The first store - an initial mock-up of which Muddy Boots has shared exclusively with The Grocer - is to open in Crouch End in the new year on the site of a former Dixy chicken shop, and a total of 10 are planned for London and the surrounding areas over the next six years.

Muddy Boots founders Roland and Miranda Ballard said they would target women by “stocking and celebrating top-end, totally traceable British meat products.”

The news comes as Muddy Boots, which this year turned down the chance to go into Tesco regionally, expands its range of burgers and meatloaf to include meatballs. Aberdeen Angus Beef Meatballs with Chorizo Pieces will go into 69 Waitrose stores this weekend, and into Ocado next week (rsp: £5.19/390g pack of 12 large meatballs).

“Meatballs are a popular food product in this country and they suit our shoppers too,” said Miranda Ballard.