Waitrose is expanding its premium No.1 range with top-quality British wagyu beef, ensuring a new standard for supermarkets.
- Five new wagyu products, including various cuts and burgers, are available starting 18 September.
- Wagyu beef will be graded a minimum of six on the Beef Marbling Scale, the highest for supermarket offerings.
- The products, sourced from pedigree wagyu bulls, reflect Waitrose’s dedication to taste and welfare.
- A promotional discount of 20% on these wagyu products runs until 23 October.
Waitrose is enhancing its premium No.1 range with the introduction of high-standard British wagyu beef. Commencing on 18 September, customers will find five distinctive products, such as meatballs, sirloin steak, rump steak, ribeye steak, and burgers available in stores. This marks a significant advancement in the supermarket’s offerings, focusing on quality and exclusivity.
The quality of wagyu beef is measured on the Beef Marbling Scale (BMS), which is esteemed globally as the benchmark for wagyu excellence. Waitrose’s own wagyu beef products achieve a minimum score of six, setting a new high in supermarket standards and promising a superior flavour and tenderness that is unparalleled in its segment.
All wagyu offerings from Waitrose are derived from cattle sired by registered pedigree wagyu bulls. According to Tina Edwards, Waitrose’s wagyu beef product developer, consumer interest in wagyu has surged, with a notable increase in online searches for wagyu burgers. She emphasised that the company is committed not only to delivering exceptional taste but also upholding the high-welfare standards that define the brand’s ethos.
Currently priced between £4.70 and £14, these new additions to the No.1 line boast an introductory discount of 20% until 23 October. This strategic move not only reinforces Waitrose’s No.1 range but builds on its recent expansion, which saw the introduction of almost 200 new and improved products.
Furthermore, these developments come alongside a financial commitment by Waitrose, which has allocated an additional £10 million to reduce prices across nearly 250 products in its No.1 and Duchy Organic ranges. These efforts illustrate a broader strategy to enhance the value proposition for customers while maintaining a focus on premium quality.
Waitrose’s introduction of premium wagyu beef signifies a notable shift in supermarket offerings, setting a new benchmark for quality and consumer choice.
