Yeo Valley Organic has taken another major step outside the dairy aisle with the launch of a first-ever beef burger line.
Made with 100% British, free-range and organic grass-fed beef, the brand’s beef-steak burgers will go on sale in 362 Tesco stores from 26 March (rsp: £5/2x130g). Yeo Valley said the burgers were made with all natural ingredients “for a simple, rich, and naturally delicious patty”.
The launch follows a move by the dairy brand into soups in the summer of 2022 as part of a push to inspire shoppers to “make healthier, more sustainable food choices” by expanding the availability of organic products in the major supermarkets.
Moving into meat for the first time built on this ambition, Yeo Valley said, citing research undertaken by marketing agency Ragdoll last year which revealed consumers “really care more about animal welfare and want better-quality meat that fits their values”.
Yeo Valley “totally gets it”, the supplier added. And with its own research from 2022 showing consumers were also looking for “simpler, more natural food”, its mission to expand into other categories offered more choice with minimal ingredients that was “affordable, nutritious, and more sustainable”.
With the launch into burgers, Yeo Valley was “excited” to further branch out beyond dairy “in a way that supports the whole regenerative organic farming system”, said senior brand manager Jonny McIver.
Read more: What Yeo Valley buying The Collective means for UK yoghurt
“Animals play a key role in soil health and the health of the ecosystem, so by offering free-range, organic beef, we’re championing a more ethical and more sustainable farming system,” he added.
“Families want top-quality, high-welfare meat that matches their ethics and principles, without compromising. That’s why we’re proud to offer a burger made with just a few simple ingredients, including 100% British organic grass-fed beef. It’s a tasty, no-fuss choice for those who care about great taste and responsible sourcing.”
Yeo Valley was “proud to support organic farming by bringing burgers to Tesco that combine top-quality beef with ethical farming practices”, McIver said. “It’s an exciting new chapter for Yeo Valley and organic farming.”
The launch comes just over a week after the Yeo Valley brand’s parent Yeo Valley Production acquired rival The Collective, with the promise it would help drive further growth in the premium yoghurt brand.
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