Coles has launched an Australian No Added Hormones Beef Flat Iron Steak nationally, in what the retailer says makes it the first major supermarket to range the cut across the country.
A shoulder cut long favoured by chefs but rarely ranged in Australian supermarkets, the steak went on sale in store and online on Tuesday 23 June at $36 a kilogram while stocks last. It is sold as a sharing-size steak made from 100 per cent Australian beef.
The launch is built around a content partnership with Paramount Australia. The cut featured the night before in a MasterChef Australia challenge set by Coles ambassador and Michelin-starred chef Curtis Stone, with the product reaching shelves the following day to capitalise on the on-screen exposure.
Coles General Manager Meat, Deli, Seafood & Convenience, Karen O’Connor, said the launch gave customers a new cut to experiment with at home.
“We’re proud to be the first major supermarket to range flat iron steak nationally,” O’Connor said. “This steak cut is renowned for its tenderness, flavour and versatility.”
