Sobeys wants Canadians to grill a better burger

Launches new line of fresh burgers to celebrate summer season

Sobeys’ mantra encourages Canadians to eat better, feel better and do better. This summer the retailer is looking to help Canadians barbecue better, too.

Last Friday Sobeys launched the Canadian Chuck Burger in stores, alongside a range of other fresh burgers. According to Paul Kurvitz, director of brand marketing for Sobeys, each burger is handmade daily in store and is sold in the meat department, alongside Sobeys’ fresh meat assortment.

Chuck is a shoulder cut of beef, which Sobeys’ chef Adrian Shaw says is the cut with the juiciest bite and the fullest flavour.

The Chuck Burger is also also available with jalapeno and cheddar cheese, bacon and cheddar cheese, poutine gravy and cheese curds, or rimmed with steak and onion spice.

The summer range is in line with Sobeys’ promise to provide consumers with more sustainable product offerings. When the retailer first launched its new brand positioning  two years ago, it said it was the first major retailer in North America to offer Certified Humane chicken, pork and beef. Its new line of fresh burgers also include a Certified Humane Canadian chuck burger, made from beef raised without antibiotics or hormones, a turkey burger and a pork burger, each made from purely Canadian meat.

Last summer, Sobeys also encouraged Canadians to get grilling with the release of a limited edition lineup of summer products under the “Compliments Presents: Jamie Oliver Discovers Canada” line.

To help promote the new burger line, Kurvitz says while an extensive digital and social campaign is in the works, details have yet to be released. Sobeys commissioned a survey in April in an aim to uncover Canadians' feelings about summer and uncover common mistakes they might make at the grill. Results showed 62% of Canadians think grilling is the best part of the summer, and 93% of Canadians plan to east at least one burger this summer.

This past Saturday Sobeys stores across Canada kicked off the summer season with a “Better Food Fair” – an event that featured new summer product sampling and special offers.

The Canadian Chuck burger is sold in packs of four patties.

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