Posh burger brand Muddy Boots is moving beyond burgers for the first time with the launch of a branded fresh loaf next month.

Muddy Boots Meatloaf is made from a mixture of high-quality beef and pork mince as well as herbs and spices. It will be sold raw in the chilled meat aisle, alongside burgers, and goes on sale in Waitrose, Ocado and Budgens on 3 October.

At £3.99 for a 400g loaf, it would be an appealing option for shoppers on a budget looking for an alternative to a traditional roast, said co-founder Miranda Ballard.

“We love the idea that meatloaf, like the burgers, is a really popular American food that we’re making British,” she added.

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