August 2012 saw the launch of Irish Hereford Beef as part of the “Deluxe” range of products at Lidl the major German owned supermarket chain with 134 outlets nationwide and the growth in demand has been phenomenal. Such was the success of the product that LIDL in December 2012 launched Northern Irish Hereford beef across its 36 stores there supplied through Linden Foods, Dungannon sister company to Slaney Foods, Bunclody, Co Wexford.
Initially the product range included fillet, striploin and ribeye steak matured on the bone for 14 days and further matured until 28 days for extra tenderness and flavour. A low fat mince, tender sizzling burgers, and diced beef have since been added to the range.
The Premium Irish Hereford beef is processed by Slaney Foods, Bunclody, Co Wexford part of the Linden Food Group to supply the demanding specifications of Lidl for its “Deluxe” product range with the support of the Irish Hereford Breed Society Ltd. Suppliers to Slaney are dedicated cattle producers that are Bord Bia quality assured and produce natural beef of the highest quality.
Lidl has mounted an aggressive marketing campaign in promoting the product through its “In Store Leaflet” and through its “Choose a Taste of Home” promotional brochure including a Paul Flynn recipe for Irish Hereford fillet steak.
This is a very significant outlet for Hereford beef and for producers of Hereford and Hereford cross stock providing a very substantial Premium for quality assured producers.
A continuous 52 week supply is required by Slaney Foods to service all of the Lidl stores across the country.
For a Quotation and details regarding specification booking etc. before sale Producers should immediately contact:
Eamonn Moulds (Slaney) at 087-6779567 or John McDonald (Slaney) 087- 2695119
Ireland’s fastest growing meat brand since its launch has been the“DELUXE” Irish Hereford Range at German supermarket group Lidl. Such has been the demand for the product aged for 14 days on the bone and a further 14 days for extra maturity giving a total of 28 days that it has caught the attention of Lidl Europe. Given the extraordinary growth in demand for this addition to the “Deluxe” range which has exceeded even the most optimistic estimates for a new product launch, supply has been a consistent challenge.