New Corrie butcher's range to launch

Coronation Street butcher Fred Elliott is back in spirit with the launch of a ITV-licensed range of traditional choice meats.

‘Elliott’s Prime Cuts’ was the idea of chilled and frozen food specialist Aurora Food Marketing, who approached ITV in August last year about using the Fred Elliott image.

Steven Allen of Aurora Food Marketing said: “We’re trying to bring the butcher to the supermarket – we’d like Fred products to be in every supermarket in 12 months.”

The range will be stocked in Nisa stores and has already attracted interest from some of the major supermarkets.

Made and packed in Salford using British meat, the range will reflect more traditional butcher’s cuts and has a heavy emphasis on hand-preperation. Products available include pork T-bone chop,  pork rump steak and linked sausages, as well as beef sirloin steak and chicken breast joint.

Elliott’s Prime Cuts want to have fun with its packaging and features the red bricks familiar to Corrie audiences. It will also use catchphrases which reflect the character’s no-nonsense approach and romantic streak in its marketing – ‘By ‘eck that’s cheap’ and ‘Bacon the way it used to taste’.

The character was made famous by actor John Savident, who appeared on the show between 1994 and 2006.