Aldi got some positive and polite attention last year with its introduction of New Zealand produced Wagyu beef as part of its premium meat range. Now they’re making headlines as the Wagyu beefburger is available – £2.99 whilst stocks last.

This is a great story to generate awareness of Wagyu beef beyond foodie purists.  Wagyu beef from Japan with its distinctive marbling of fat and melt in the mouth quality rightly commands a premium price of £100 per kilo.  Fully justifiable no doubt given the great care and attention paid in production, but definitely putting it out of reach of normal family budgets.  Aldi’s step certainly lowers the threshold for us all to taste Wagyu.  But Japanese Wagyu producers and marketers will have to work hard to maintain their premium and communicate differences to consumers.

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