Iceland has launched what it calls the “best burger of the summer”, using Japanese miso seasoning to offer a “mouth-watering taste”.
The retailer listed its frozen Luxury Ultimate 5oz Steak Burger nationwide this week (£2/284g), and said it beat rivals from M&S and Waitrose in a taste test of 57 people conducted by Cambridge Market Research.
The Iceland kitchen turned to the Japanese principle of umami - the balance and flow of flavour - in order to perfect the recipe, creating a taste which would leave shoppers wanting more, said Iceland head chef Neil Nugent.
“Using miso as a seasoning is a fairly new concept in the UK, but it is something the Japanese have been doing for centuries,” said Iceland head chef Neil Nugent. It means the burgers boast a massive flavour, one that really complements the meat,” said Iceland head chef Neil Nugent.
It follows the launch of a premium chuck and rib burger by Alf Turner earlier this month, on promotion in 338 Tesco stores nationally until 4 July (rsp: £2.50/340g).
The burgers are the brand’s first for the mults and manufactured by Dawn Meats. to the same recipe used in the Alf Turner butchers shop said owner Paul Turner.
“We thought there was a gap in the market for a branded premium burger,” Turner said. “It’s had good reviews and we are hoping it will become a permanent fixture.”
As with all Alf Turner products, a percentage of the proceeds from the burger will be donated to forces charity Help for Heroes. The brand expected to break the £150,000 fundraising barrier next week, Turner added.
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