The introduction by AHDB

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1 DON T BE THICK ABOUT THIN CUTS Mike Whittemore, head of trade marketing at AHDB Beef & Lamb, reveals how research shows that the thin cut beef steak can carve out a distinct and appealing consumer proposition as an everyday, versatile meal solution that is quick and simple to cook. By getting the right product specification, effective merchandising and inspiring shoppers in store with the right messages, retailers can achieve significant incremental sales uplift. The introduction by AHDB Beef & Lamb of its Steak Bar concept and range was well received throughout the beef and lamb supply chain. Retailers, foodservice operators and processors alike understood and appreciated the clear objectives that lay behind the concept: how effective specifications allied to modern butchery techniques can not only deliver better product quality and greater consistency but also has the potential to add value to the overall sector and improve profit margins through better carcase utilisation. Above all, it delivers a better eating experience for consumers - as those businesses that have embraced the Steak Bar concept can testify. In continuing this important development work in the steak category, we have focused on the thin cut beef steak sector, a product that in some ways has become the forgotten protein. Again, our aim was to establish current ranges stocked by the major multiple retailers and to research consumer understanding and perceptions of them. We also put a range of thin cut steak products through consumer taste tests, which produced invaluable insight into the potential for these cuts. Our findings, outlined in this report, show that there is a real opportunity to establish a distinctive proposition for a thin cut steak offering and the potential to drive incremental sales in the beef category. That they are quick and simple to prepare fits modern lifestyles; that they are tasty and succulent and perceived as healthy gives them appeal for the whole family and that they are versatile means they provide the variety to keep meals interesting every day of the week. It is important, of course, to fulfil consumer expectations on quality and consistency and our work in that regard has focused on identifying the optimum cuts and specifications best suited for thin cut steaks. The AHDB Beef & Lamb trade team will be happy to discuss the findings of this research in more detail and to work with retailers and their processors to establish the most appropriate specifications and product range, as well as the opportunities to maximise the potential to grow the thin cut beef steak sector. RESEARCH HIGHLIGHTS EXPLOITING THE POTENTIAL FOR THIN CUT STEAKS Thin cut beef steaks can offer the consumer a distinctive proposition: an everyday protein that is quick and easy to cook, healthy, good value for money and so versatile it can provide a different meal every day. Research undertaken on behalf of AHDB Beef & Lamb indicates that while thin cut steaks may be regarded as the forgotten protein by many consumers, there is a real opportunity to grow sales in this category through effective merchandising and instore communication. Thin cut steak products will benefit from their own dedicated merchandising approach and pack tiering. It is important to position the products for everyday usage. As well as reinforcing the key product benefit that it is quick and simple to cook, in-store communication should highlight the versatility and health benefits of thin cut steaks and inspire consumers with new serving suggestions and recipe ideas. Getting these messages across could encourage consumers to extend their meal repertoire. Thin cut steaks have the potential to be succulent, tender and juicy. Again, in-store communication can get this message across. But it is important to get the product specification right and ensure consistency, as any adverse cooking experience will hit frequency of repeat purchase. Our research shows that best results for thin cuts steak can be achieved by focusing on the following products: Tender Top Steak Thin Cut, Tri-Tip Steak Thin Cut and Escallops (Thick Flank) Thin Cut.

2 Thin cut steaks: understanding the potential A distinct positioning Our detailed consumer research points to an opportunity to create a distinct positioning for thin cut steaks that clearly differentiates them from traditional steak ranges the socalled steak-steak. Thin cut steaks are less about indulgence: their appeal to consumers lies in quick, easy and simple cooking an everyday alternative to chicken and pork. Poor and inconsistent merchandising in-store may well be an obstacle to growing the appeal for these cuts consumers report poor positioning and a lack of variety and choice and a confusing use of descriptive names. The concept of thin cut steaks, however, has the potential to appeal more widely consumers could be inspired to increase their repertoire of meals thanks to the versatility and easy cooking associated with the product. The one caveat is that while quality and consistency are important, thin cut steaks should not be positioned as premium products their versatility makes them ideal ingredients for everyday meal solutions. Further details of the consumer research is outlined in this section. TASTY, EASY, QUICK WITH FAMILY APPEAL Consumers were very clear about the appeal of thin cut steaks, summed up in three words tasty, easy, quick. They appreciated the benefits of speed, simplicity and value for money. It was acknowledged that thin cut steaks were not a replacement for traditional steaks (the steak-steak ), rather they offer greater versatility, are regarded as healthy and provide an ideal ingredient for a variety of meal solutions suitable as the dinner (or lunch) staple for the whole family. Indeed, frequency of use is higher in households with children, especially with younger teenagers. The most popular use of thin cut steaks is in stir-fry dishes; the steak sandwich also features, while chips are a favourite accompaniment. More than 80% of consumers agreed that while thin cut steak represents the main component of their meal, they fall short of describing it as a centrepiece. That is reserved still for a steak-steak. Easy to feed the kids when it s cut up in a stir-fry You can put it in a stir-fry, a salad, stroganoff, steak sandwich. You can do lots of different things with it While most consumers are satisfied with the taste, texture and quality of the thin cut steaks they buy, they are put off for some time when they do have a poor experience, whether tough, chewy or fatty. They will delay repeat purchase while the memory remains. What they do acknowledge is that their rather limited meal repertoires act as a self-imposed barrier to purchase. Providing innovative ways to use thin cut steaks and some inspiring recipes could prompt greater use.

3 Clear About The Need Confused Where To Find It It seemed like they were hiding it on the top shelf Thin cut steaks are a regular shopping list item it s a planned purchase for more than half of all buyers. Even when they don t have a specific meal in mind, the overwhelming majority of consumers still buy it, confident that its versatility means it will always be used. More than half of thin cut steak buyers will buy several packs to freeze for future use. However, while most shoppers have a clear intention to buy thin cut steaks, they are often confused about where to find it in-store. Many report that the location is not always obvious and that inconsistent positioning means the shopping trip becomes something of a mission. Shoppers report thin cut steaks might be in the main steak section, the barbecue section, with mince or with ready meals some simply resort to asking store staff where to find them. Even when they do locate the product, consumers report two main issues: poor visibility and lack of choice. Thin cut steaks are often out of eye line, placed on the top or bottom shelf or squeezed between other products. Not only is it easy to miss them, inconsistency in the names given to thin cut steaks adds to consumers confusion. More than half of buyers agree the variety of thin cut steaks on offer is limited and they complain about a lack of choice in terms of quantity of packs as well as different formats and price options. Many were left with the perception that thin cut steaks were regarded as a value option in the steak category and displayed without particular thought. Consumers choose their product based on the visual appearance and appeal of the meat. Packaging, while serving to reassure consumers on quality, price and origin, lacks appeal. When questioned further, shoppers felt that locating thin cut steaks was largely intuitive and that more uniformity and consistency in where product was merchandised in-store would be welcome. Increased visibility on-shelf would facilitate purchase, greater choice would encourage additional experimenting and more attractive packaging could inspire consumers to increase their use of thin cut steaks. WHAT S IN A NAME? Consumers commented also on the different, sometimes confusing, range of names currently used to describe thin cut steaks. Descriptors such as Sizzle Steak (which consumers felt lacked appeal and was not very informative); Minute Steak (which, while conveying the positive attribute of quick, was somewhat one-dimensional); Sandwich Steak (which was limiting and tended to mitigate against versatility) were viewed generally with ambivalence. There was a universal desire for a meaningful name common across all retailers which conveyed a reassurance on quality but also a realistic indication of expectation. The favoured descriptor was Thin Cut Beef Steak which suggested the product was light, healthy and quick to cook, the word steak delivered on perceptions of quality and beef provided clarity of protein. The key findings from this consumer research were further explored by AHDB Beef & Lamb and the main conclusions are outlined in the next section. The display was terrible, just a big pile

4 Promote Inspire Based on the consumer research outlined earlier in this report and a detailed analysis of the products currently available to consumers, AHDB Beef & Lamb has prepared the following recommendations. They are designed to bring greater clarity, quality and consistency and to drive sales in the thin cut beef steak category and fall into three areas: How to promote the product more effectively How to inspire consumers in a way that drives sales How to deliver greater consistency of product quality. PROMOTE MORE EFFECTIVELY TO GRAB CONSUMER ATTENTION Our research pointed to the fact that the position and display of thin cut steaks in-store are inconsistent and confusing. Limited choice and restricted stock exacerbate the poor perception consumers might have of these cuts. While there is some merit in merchandising a thin cut steak range within the traditional steak offering, it is important to create and maintain a distinctive positioning for a thin cut range that satisfies a different shopping mission to that of the steak-steak range. So while a clear and distinctive display for thin cut steaks would be attractive to shoppers, it must be clearly rooted in the everyday occasion shopper mission. Providing dedicated POS material will create excitement and entice shoppers with our research showing that the closer to the thin cut steak display or section, the more impact it will have. Better packaging design would have a positive effect, too, with imagery that reflected the positioning of the thin cut range. It s important to ensure that such promotion results in attracting new users to this category rather than cannibalise existing steaksteak sales. PROMOTE: KEY GUIDELINES Providing dedicated POS material will create excitement and entice shoppers Take more care in display and merchandising of thin cut steak range Dedicated thin cut steak section/fixture would raise awareness and become a permanent top-of-mind destination Thin cut steak positioning must be relevant for everyday meal occasions.

5 Consistency INSPIRE CONSUMERS TO EXTEND THEIR REPERTOIRE Consumers admit their meal repertoire is limited, that they are bored with chicken as the default protein and that thin cut steaks have the potential to be more versatile, with the capacity to provide new meal solutions. The positive thing is that consumers are looking for the simple and achievable recipe ideas that cater for everyday and functional meals and thin cut steaks fit the bill perfectly. The range of recipe ideas presented to consumers as part of our research confirmed that thin cut steaks complement the store cupboard essentials consumers most often As part of the work on thin cut steaks, AHDB Beef & Lamb reviewed the range of products currently available to shoppers, analysed the specification, butchery and presentation of those products and then cooked and tasted them for tenderness and flavour. use when preparing quick, simple dishes that make up the no-fuss meal occasion. Merchandising materials, therefore, should showcase the versatility of thin cut steaks through simple recipe ideas. Consistency will deliver confidence and repeat purchase CONSISTENCY: KEY GUIDELINES Attention to specification and good butchery will increase quality of experience, but focus on Tender Top Steak, Tri-Tip Steak and Escallops for optimum satisfaction Play back positive language to reassure consumers on product quality succulent, juicy, tender, soft Consistent use of names for thin cut steaks across the marketplace is crucial to re-engage shoppers. Product names included Thin Cut Beef Sizzle Steaks, Sandwich Steak, Extra Lean Minute Steak and Sirloin Steak Thin Cut. The products themselves ranged from silverside, knuckle, sirloin and salmon cuts. The top-line results confirmed a variation in product quality and consistency, with gristle and fat levels disappointingly high, cooking instructions inconsistent, seasoning and marinades overpowering, inconsistent thickness (too thick for a suitable sandwich steak) and too many products lacking tenderness once cooked. INSPIRE: KEY GUIDELINES Keep it simple meals must be easy and quick to shop, cook and eat A range of inspiration is needed to work across life-stage and meal occasion Inspiration must go beyond in-store to keep thin cut steaks top-of-mind at home. Our own controlled product research among consumers showed that the best-performing cuts in terms of quality perception and meeting expectations on taste, tenderness and succulence were Tender Top Steaks Thin Cut, Tri-Tip Steaks Thin Cut and Escallops (Thick Flank) Thin Cut. The cutting specifications have been specially developed to ensure these thin cut beef steaks deliver consistently to consumer expectations. For a product to be classed as a thin cut steak, it needs to be fully denuded, with all fat and gristle removed and cut to a maximum thickness of 5mm. Detailed specifications can be found by visiting Good butchery thin cut steaks need to be fully denuded and cut to a maximum thickness of 5mm will enhance cooking and eating experience

6 THE Thin Cut Steaks Range The AHDB Beef & Lamb product development team has developed a new range of thin cut steaks that meets consumer needs for products that are great value, quick to cook, lean, convenient and versatile. All the products in the thin cut steaks range are fully denuded, with all fat and gristle removed and cut to a maximum thickness of 5mm. The beauty of AHDB Beef & Lamb s range of thin cut steaks is that because they are derived from cuts not traditionally used for quick cooking, they enable retailers not only to maximise the value of the carcase but also offer their customers genuinely cost-effective, everyday meal solutions. 1. Tri-Tip Steaks Thin Cut Code: Rump B025 Detailed specifications for all the cuts in the range are available to download at For further information, contact Mike Whittemore by ing mike.whittemore@ahdb.org.uk This cut is taken from the rump tail. The muscle should be cut in two, cutting at the point where the grain changes direction. Remove the thin end and cut across the grain into thin cut steaks. If these steaks are to be used for sandwich steaks, stir-fry or fajitas, all fat and gristle should be removed. 2. Escallops (Thick Flank) Thin Cut 3. Tender Top Steaks Thin Cut Code: Thick Flank B013 Code: Topside B011 Escallops are taken from the thick flank. Separate the pavé muscle from the main muscle block, remove the muscle which runs along the femur and then separate the centre cut muscle from the plate muscle. Remove all fat, gristle and connective tissue from the plate muscle and separate into two sections one with a coarse grain and the other with a fine grain. Cut the finely grained section into thin Escallops. This product is taken from the topside primal. Remove the loosely attached muscle block from the topside, then remove all fat and connective tissue. Separate the main topside muscle and the tender top muscle following a very thin natural seam. Remove the top layer of the muscle and main blood veins. Slice the tender top muscle across the grain at 5mm intervals to produce thin cut steaks. ASSURANCE GUARANTEED Like all of AHDB Beef & Lamb s product development initiatives, the thin cut steaks range is being promoted under the Quality Standard Mark. The Quality Standard Mark Scheme for beef and lamb provides one of the highest levels of independently inspected assurance for meat in the United Kingdom. The standards contain combined guarantees of food safety, animal welfare, care for the environment and enhanced eating quality. retailers and their customers with beef and lamb which is fully assured and independently inspected from farm to the point of purchase, providing provenance and integrity throughout the supply chain, thereby improving customer confidence and encouraging a purchasing preference. The scheme provides multiple Agriculture and Horticulture Development Board All rights reserved. AHDB Beef & Lamb is a division of the Agriculture and Horticulture Development Board (AHDB).