Morrisons trial larger offal range

- Published: 02 February, 2010

Morrisons is trialling a larger offal range and cheaper cuts of meat in 54 stores after reporting a 12% jump in value sales of beef, pork and lamb offal last year.

Bone-in brisket, bone-in shin of beef, ox thick skirts, pork cheeks, pork trotter and ox tripe are all on sale at butchers’ counters which have new recipe cards on the products to tempt customers.

Week one of the trial has already shown that pork cheeks and trotters are becoming a firm favourite with customers, according to Morrisons, particularly Chinese shoppers. If successful, the three-week trial will be extended to more shops with a view to rolling it out across the chain.

Morrisons master butcher Roy Craven said: “The new cuts respond to customers’ growing awareness of food, meat and its traceability. We have had many requests from customers for these types of cuts and have seen increased sales of offal.”

Meanwhile, Marks and Spencer has started to sell pork collar (£5.99 a kilo compared to £8.99 for pork chops) which it is promoting for slow cooked stews and casseroles. The retailer said the move was prompted by huge rises in the sales of ‘forgotten’ cuts of meat such as pork belly and brisket.

David Philpot, M&S meat expert, said: “With a squeeze on budgets, it’s great that customers are becoming more adventurous and trying some of the forgotten cuts of meats, which make delicious warming stews and are fantastic value.”

M&S has seen the sales of lamb shoulder increase five-fold and beef brisket ten-fold since they were introduced last autumn.

UK sales of offal rose overall last year to £67.3m (from £66m in 2008), according to the Agriculture and Horticulture Development Board.