Supermarket own-brand meat is meatier, finds Which?
Published:  17 June, 2013

Supermarket own-brand meat products could potentially offer more value for money in terms of percentage of meat compared with branded alternatives, according to a new survey by Which?.

The survey compared Richmond thick sausages to Sainsbury’s Basics pork sausages and found that both products contained 42% meat. However, the Richmond sausages cost three times as much as the Sainsbury’s Basics.

However, comparing low-end and premium products within these own-brand meat products showed the premium products gave more value for money than the cheaper ones, because of the higher meat percentage.

Executive director of Which? Richard Lloyd said: “Branded goods don’t always provide the best value for money, as we’ve found shoppers can get more banger for their buck by choosing supermarket own-brand sausages.”

“It’s important that people know what they’re getting, so they can make an informed choice. In the wake of the horsemeat scandal, we want the government to think again over its plans to decriminalise food labelling offences to help restore trust in the food industry.”

Chef Adam Byatt explained that the way to tell the difference between premium and low-end products is whether or not they are smooth or coarse.

The smooth meat typically contains less meat and is therefore a low-end product, whereas the coarse meat is usually the premium product.

Meanwhile, according to Which?, governments in England, Wales and Northern Ireland have proposed decriminalising food labelling violations and weakening current guidelines, a move not welcomed by the consumer watchdog body, especially in the aftermath of the horsemeat scandal.