Lamb tops SuperMeat Awards

Welsh Country Food's Extra Matured Lamb Loin Chops carried off the top lamb prize at this year's Meat Trades Journal organised SuperMeat Awards.

The product is one of a growing portfolio of lamb items produced by WCF for Asda and indicates one way forward when it comes to new product development.

Development of new

products in the lamb range has proved particularly challenging for the industry. Lamb buyers have traditionally been older shoppers of 45 and over who like to stick to tried and tested cuts. These still make up 80% of sales. The delicate flavour of lamb is associated by many with mint sauce and not much else.

WCF and Asda have taken on the challenge by going back to basics, according to NPD manager Peter Williamson. The extra matured range is hung for longer to improve flavour and tenderness. The product is then hand cut and prepared. Extensive trials on maturation and hanging, plus the results of taste panels, established the best flavour profile across muscles, was achieved by 15 to 17 days of maturation. The result of the work is another tier of lamb products in Asda stores.