The French think British lamb is ‘tender and tasty’.
French consumers have voted Quality Standard Mark (QSM) lamb as ‘best product of the year’.
Products were entered into an online competition where consumers could compare them and rate them on specific objectives.
British lamb scored highest in the competition for value for money, presentation, satisfaction rating, likelihood of repeat purchase and recommendation.
The 2016-2017 competition awarded prizes in 18 food families. The lamb cannon won the prize in the butchery category.
The product is part of a range of QSM British beef and lamb products branded ‘Quart de Coeur’ processed by MVS in Douai in the north of France.
AHDB export manager for France Remi Fourrier said: “We are delighted that French consumers have voted for this Quality Standard Mark product from Great Britain in such a resounding way.
“This type of public endorsement for British meat is unprecedented in France but it reflects an awful lot of hard work which is done each day behind the scenes by AHDB in both France and the UK.
“The winning product is innovative, fits into the modern lifestyle but, most importantly, is tender and tasty.”
The QSM lamb cannon is packaged in a skin pack which benefits from minimising waste, being ready to cook and having a longer use-by date.
This new type of packaging acts as a ‘second skin’ for fresh meat and offers numerous advantages to the consumer. They include reassurance the meat is tender and tasty but also that the pieces of meat are well aged in a sealed environment.