New range features 12 products all made with locally-reared Welsh beef.
The launch is part of Lidl’s longstanding commitment to local farmers
The products joins Lidl’s existing all-Welsh dairy, egg and lamb ranges
Lidl stores across Wales now have a brand-new range of Welsh beef products on shelves, as part of the retailer’s commitment to supporting local farmers.
Already stocking Welsh dairy and eggs, as well as a Welsh lamb collection, the new Birchwood beef range takes Lidl’s investment in Welsh-reared cattle to a value of over £9m a year and £12m in Welsh livestock overall.
Working directly with 130 farms and farming families across Wales, the new beef range is fully traceable from field to store; enabling Welsh shoppers to enjoy beef that is locally reared and of the highest quality. This status is further recognized by the meat’s Protected Geographical Indication (PGI) mark.
The homegrown range consists of 30 days-aged, hand-trimmed ribeye, fillet, rump and sirloin steaks, plus mince, diced beef and roasting joints, covering a variety of occasions and meals choices that make it easier than ever to ‘shop local’ at an affordable price.
Customers need only look out for the iconic Welsh Dragon on packs, as well as the names of all products appearing in Cymraeg, as well as English; further signaling Lidl’s commitment to Wales.
Over the next 12 months, the launch will see Dunbia process and hand-prepare 3,000 Welsh cattle for Lidl, a contract that supports Dunbia’s newly extended, state of the art abattoir in Lampeter and the local area.
Lidl’s full range of Welsh Birchwood beef products includes:
Welsh 30 Day Matured Beef Roasting Joint, 1.2-1.6kg, £9.99/kg
Welsh 30 Day Matured Beef Rump Steak, 255g, £3.99
Welsh 30 Day Matured Beef Sirloin Steak, 255g, £4.99
Welsh 30 Day Matured Beef Ribeye Steak, 255g, £5.45
Welsh 30 Day Matured Beef Fillet Steak, 170g, £4.99
Two Welsh 30 Day Matured Beef Rump Steaks, 454g, £6.99
Two Welsh 30 Day Matured Beef Sirloin Steaks, 454g, £8.49
Two Welsh 30 Day Matured Beef Ribeye Steaks, 454g, £8.99
Two Welsh 30 Day Matured Beef Fillet Steaks, 340g, £9.99
Welsh Lean Diced Beef, 400g, £3.49
Welsh 10% Beef Mince, 500g, £2.49
Welsh 18% Beef Mince, 700g, £3.39
The range joins Lidl’s existing Birchwood lamb products which includes:
Welsh Dry Aged Half Lamb Leg, 0.85-1.25kg, £11.99
Welsh Lamb Boneless Shoulder Joint, 1.2-1.6kg, £10.99
Welsh Lamb Half Leg Joint, 0.85-1.25kg, £10.99
Welsh Lamb Chops, 340g, £4.29
Welsh Lamb Leg Steaks, 300g, £4.19
Welsh 20% Lamb Mince, 500g, £4.39
About Lidl GB
Since establishing itself in Great Britain in 1994, Lidl GB has experienced continuous growth and today has over 27,500 employees, over 920 stores and 13 distribution centres in England, Scotland and Wales.
As part of the Schwarz retail group, Lidl is one of Europe’s leading organisations in the food retail industry. The supermarket, which has more than 360,000 employees globally, currently operates approximately 11,900 stores and more than 200 warehouses and distribution centres in 31 countries.
The supermarket takes pride in providing its customers with the highest quality products at the lowest possible prices throughout Great Britain, from Kirkwall to the Isle of Wight. Social responsibility and sustainability are at the core of the company’s daily operations, with the company placing a strong emphasis on its responsibility for people, society, and the environment. Lidl GB is passionate about working with British producers and sources two thirds of its products from British suppliers.
The Schwarz Group, which operates worldwide as a retail group, generated a turnover of €132.3 billion in the financial year 2021. For more information about Lidl GB visit https://corporate.lidl.co.uk/