New deal paves the way for butcher-quality products in Iceland’s supermarkets

Iceland customers can now buy products from an award-winning Ayrshire butcher, We hae meat. The national grocery retailer is to stock the firm’s skinny steak slice and ‘chippy-style’ ranges in 42 of its Scottish stores.

We hae meat is the UK’s biggest producer of Scottish square sausage (Nielsen data, 2022), producing more than 21 million slices a year, and currently supplies several major grocery retailers in Scotland. This collaboration marks the first time We hae meat’s products have been stocked in Iceland.

We hae meat, which was founded in 2007, has a plate-to-fork approach, using cattle reared on its own farm in Girvan, Ayrshire for its products.

Craig Chalmers, We hae meat’s commercial manager, said the deal marks a milestone moment for We hae meat, as it works with Iceland to introduce butcher quality products to its customers, at affordable supermarket prices.

“It underscores our commitment to maintaining the quality and value that we are known for,” he added.

Claire McGoran, senior buyer at Iceland Foods, said: “We are excited to welcome We hae meat to our shelves, offering our customers a premium selection of Scottish meats that’s aligned with our commitment to quality and taste. This collaboration reinforces our dedication to value and variety, providing a diverse range of products, and giving our customers access to the butcher quality meats.”

We hae meat’s skinny range includes products that contain up to 75 per cent less fat and 45 per cent fewer calories than its standard range.

The chippy-style range was launched in 2022 as a healthier, more affordable alternative to an at home chippy at home.

The products hit the shelves at Iceland stores across Scotland on 3 January 2024.

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