Iceland has a new 5oz ‘luxury’ burger that costs just £1 – and it has a very surprising secret ingredient
The move comes as the supermarket continues to compete with budget stores Aldi and Lidl that are gaining ground on UK's supermarkets
ICELAND has introduced a new posh burger with a Japanese twist.
The supermarket – known for its focus on frozen food – has rolled out its “ultimate 50z steak burger” blended with miso in more than 900 of its stores.
The new burger, which is selling in packs of two for just £2, was previously available in 400 stores.
Miso is a Japanese fermented soy bean paste, which Iceland says gives a rich flavour savour to any dish that it is added to.
The supermarket says the move comes as Brits turn away from traditional flavours when cooking.
According to Neil Nugent, head chef at Iceland, seasoning with unusual ingredients is set to be one of this year’s hottest trend.
“Using miso as a seasoning is a fairly new concept in the UK, but it is something the Japanese have been doing for centuries. Using miso means the burgers boasts massive flavour, one that really complements the meat,” he said.
But the move is also an attempt for the supermarket to compete with budget stores Aldi and Lidl that are continuing to gain ground on the UK major supermarkets, converting thousands of shoppers in recent months.
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Iceland latest offers beat Lidl’s which was last year selling posh Wagyu beef burgers for £2.99.
Earlier this month, the Sun revealed supermarkets are using a range of tactics to keep shoppers coming back including social media, facial recognition and high-tech machinery to keep their business competitive.
Taking their lead from the success of champagne and lobster at Aldi and Lidl, Iceland splashed £2.5 million on introducing a range of gourmet food to offer affordable luxury to its customers.
Luxury gaucho rump steaks for £4 each and £6 whole lobsters are among some of the impressive new offerings, which are set to boast top quality ingredients without breaking the bank.
In the summer of 2015 the supermarket started developing a £10 chocolate igloo handcrafted dessert for Christmas 2016. The supermarket hoped to steal a quarter of the market for luxury desserts and become the number one seller of luxury desserts.
They were successful flogging every one of the £10 treats and earning themselves 22.4 per cent of the market share.
The second biggest seller of luxury desserts was Tesco – who are ten times bigger.
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