Asda launches butcher's selection steaks

Asda has created a new range of quality meat cuts, bringing premium quality cuts to the middle market.

The Butcher’s Selection has launched with a selection of traditional steaks – rump, ribeye, sirloin and fillet – which have been matured for 15 days for extra tenderness. It will be stocked in the majority of Asda stores.

The new range was launched on primetime TV on Friday Night, with an advert placed in between Emmerdale and Coronation Street. It featured head of meat quality at Asda Jim Viggars explaining how each cut is trimmed, removing excess fat while retaining succulent flavour.

Viggars said: “Our customers told us that steak is one of their favourite meals when eating out, so the Asda meat team and I have worked hard to get the cuts to restaurant quality, without the hefty price tag.”

The Butcher’s Selection steaks are currently on offer in store with rump steaks down from £11.97 to £7.

Last week, Asda was named Meat and Fish Retailer of the Year 2011 and also won a Good Dairy Award at the Compassion in World Farming Awards.

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