Waitrose is launching a premium British Wagyu beef selection, enhancing its No.1 range with high standards.
- Five distinct Wagyu products, including steaks and burgers, will be available from 18 September.
- The beef is graded on the Beef Marbling Scale, with Waitrose offering the highest supermarket standard.
- This launch reflects a rise in demand for Wagyu, as evidenced by increased customer searches.
- An introductory offer with price reductions is available until late October.
Waitrose is preparing to launch a selection of premium British Wagyu beef products as part of its esteemed No.1 range, starting from 18 September. This new offering includes five products—meatballs, sirloin steak, rump steak, ribeye steak, and burgers—each crafted to meet the highest standards of quality and taste.
The quality of Wagyu beef is assessed using the Beef Marbling Scale (BMS), a globally recognised standard that signifies the level of marbling in beef. This marbling is crucial in determining the tenderness and flavour profile of the meat. Waitrose has committed that all its Wagyu beef products will score a minimum of six on the BMS. This level of quality is unmatched by any other supermarket, with the grading clearly displayed on the packaging.
Each cut of Wagyu beef from Waitrose originates from cattle sired by registered pedigree Wagyu bulls, ensuring the authenticity and premium quality of the range. Tina Edwards, Waitrose’s Wagyu beef product developer, highlighted the growing consumer interest, stating, “It’s no secret that Wagyu beef is in higher demand than ever before – with searches for Wagyu burgers up more than 100% on Waitrose.com compared to the same time last year.”
In an effort to provide value to its customers, Waitrose is offering an introductory 20% discount on these premium Wagyu beef products until 23 October. The pricing for these items ranges from £4.70 to £14, making them accessible to a broad spectrum of customers seeking high-quality beef experiences.
This innovation is part of Waitrose’s broader strategy to expand its No.1 range, following recent enhancements in its confectionery and Indian ready meal selections. Further, the retailer is investing significantly to reduce prices across 250 products in its No.1 and Duchy Organic lines.
Waitrose’s introduction of premium British Wagyu beef exemplifies its commitment to quality and customer satisfaction within its No.1 range.
