The supplier is slashing prices across its fresh meat range – from steaks to mince, across beef, pork and lamb – with discounts of up to 10% depending on the product line.
Brakes said the reductions reflected changes in the global market, where the demand for meat and meat products was falling. This, as well as the price of feed coming down and the market adjusting to the challenges of the war in Ukraine, sparked the decision to ‘pass on savings’ to customers.
‘Among the first’
Stuart Smith, merchandising director for Brakes owner Sysco GB, said: “We have been in an inflationary market for some time. While we have worked very hard to keep costs down as much as we can, there have inevitably been some prices rises. It is therefore very satisfying that we can be among the first to reduce our prices now that we can.”
The price reductions will be across about a quarter of Brakes’ fresh meat lines, around 70 products.
Sysco GB chief commercial officer Michael Andersen added: “We are really pleased to be able to support hospitality at a critical time by reducing prices on a wide range of fresh meat. As we’re dropping prices on some of our most popular lines, we know that a large number of customers will benefit.”
Consumers cut meat intake
Almost 50% of UK consumers are reducing their meat intake according to a new report by the Smart Protein project.
Researchers surveyed more than 7,500 people in 10 European countries, and found that 48% of UK adults are cutting down on the amount of meat they consume.
Meanwhile, alternative proteins could replace a third of meat consumed in the UK by 2040, new research from cross-party think tank the Social Market Foundation has found.