Supermarket Asda is to roll-out its Butcher’s Selection range as it seeks to boost its quality offering.
In the six weeks since the range’s launch steak sales have more than doubled, with more than 750,000 more steaks being sold over the period than in the previous six weeks.
The grocer said the range will also include meat joints from September 19.
Asda’s own research, through its July Customer Pledge Tracker, shows that the perception of the quality of its food has dramatically risen, driven by the launch of Butcher’s Selection and Chosen by You.
Butcher’s Selection, which was supported by a TV campaign for its launch, features steak which has matured for longer and is extra lean. The retailer said it was the biggest fresh meat launch in its history.
The range is part of Asda’s £27m investment in quality across fresh food.
Asda fresh food commercial director Barry Williams said: “In the last 18 months we’ve made huge strides in the quality of our food and Butcher’s Selection is a major step forward which customers love.
“Taking Sainsbury’s crown by winning Meat & Fish Retailer of the Year proves our drive for quality food is working.”