ABERDEEN Angus beef producers are celebrating after breaking into a massive new market.
Burger King customers are snapping up Angus Burgers at such a rate that they have already captured 20 per cent of the High Street chain's market, despite costing 50p more than the popular Whopper Burger.
Now the company, which has 670 restaurants in the UK, Ireland and Scandinavia, plans to boost sales further.
It has launched a £5m advertising campaign, introduced the Three Pepper Angus Burger and the Smokey Blue Angus Burger and plans to expand into other European countries.
Giorgio Minardi, Burger King's divisional vice-president North-West Europe, said: "The perception of quality and taste has exceeded our expectations. The Angus Burger is becoming part of the culture with even celebrity chefs, such as Gordon Ramsay, singing its praises."
Ron McHattie, breed society chief executive, said: "For the Aberdeen-Angus brand to be exposed to such a large and new consumer base has to be good news for the breed."
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