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:
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Welsh 30 Day Matured Beef Roasting Joint, 1.2-1.6kg, £9.99/kg
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Welsh 30 Day Matured Beef Rump Steak, 255g, £3.99
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Welsh 30 Day Matured Beef Sirloin Steak, 255g, £4.99
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Welsh 30 Day Matured Beef Ribeye Steak, 255g, £5.45
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Welsh 30 Day Matured Beef Fillet Steak, 170g, £4.99
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Two Welsh 30 Day Matured Beef Rump Steaks, 454g, £6.99
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Two Welsh 30 Day Matured Beef Sirloin Steaks, 454g, £8.49
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Two Welsh 30 Day Matured Beef Ribeye Steaks, 454g, £8.99
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Two Welsh 30 Day Matured Beef Fillet Steaks, 340g, £9.99
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Welsh Lean Diced Beef, 400g, £3.49
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Welsh 10% Beef Mince, 500g, £2.49
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Welsh 18% Beef Mince, 700g, £3.39
The range joins Lidl’s existing Birchwood lamb products which includes:
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Welsh Dry Aged Half Lamb Leg, 0.85-1.25kg, £11.99
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Welsh Lamb Boneless Shoulder Joint, 1.2-1.6kg, £10.99
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Welsh Lamb Half Leg Joint, 0.85-1.25kg, £10.99
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Welsh Lamb Chops, 340g, £4.29
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Welsh Lamb Leg Steaks, 300g, £4.19
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Welsh 20% Lamb Mince, 500g, £4.39
