
Coles has launched a new 100% Australian No Added Hormones Beef Flat Iron Sharing Steak, giving shoppers the chance to cook the same cut featured on Monday night’s episode of MasterChef Australia.
The steak starred in a 60-minute challenge set by Coles Ambassador and Michelin-starred chef Curtis Stone, with contestants tasked with turning the versatile cut into a standout dish.
The challenge saw Vinnie create Flat Iron Two Ways, pairing tartare with crispy potato and crostini, plus hibachi-grilled flat iron with salsa verde, fennel and orange salad.
Pat also took on the cut with a barbecue flat iron steak served with cheesy polenta, tomato and bread salad and green herb sauce.
Coles General Manager Meat, Deli, Seafood & Convenience Karen O’Connor said the new product gives customers the opportunity to get inspired in their own kitchens.
“At Coles, we’re always looking for ways to bring exciting new products to our customers, and we’re proud to be the first major supermarket to range flat iron steak nationally.
“Made from 100 per cent Australian beef with no added hormones, this steak cut is renowned for its tenderness, flavour and versatility.
“After seeing the incredible dishes created on MasterChef Australia, we’re excited to give customers the opportunity to try the steak for themselves and enjoy cooking with it at home.”
Curtis Stone said the flat iron steak is one of Australia’s best-kept beef secrets.
“The flat iron steak is something really special. It’s one of those cuts that chefs love because it’s incredibly tender, packed with rich beef flavour and has beautiful marbling.
“MasterChef Australia contestants got the opportunity to showcase just how versatile it can be, and now the rest of Australia can discover it too.
“Whether you’re grilling it on the barbecue or cooking it in a hot pan, it’s a fantastic steak that delivers every time.”
Coles says the flat iron steak is known for its tenderness, flavour, versatility and marbling, making it suited to both barbecuing and cooking in a hot pan.
The supermarket says it is the first major supermarket to range flat iron steak nationally.
The new Coles Australian No Added Hormones Beef Flat Iron Sharing Steak is made from 100 per cent Australian beef with no added hormones.
The launch forms part of Coles’ partnership with MasterChef Australia, bringing an ingredient featured in the MasterChef kitchen to supermarket shelves the next day.
Paramount Australia Director of National Advertising Partnerships, Tamar Hovagimian, said the partnership continues to connect Australians with the food they see on screen.
“One of the things audiences love most about MasterChef Australia is discovering new ingredients and techniques that inspire them in their own kitchens.
“We’re delighted to partner with Coles to bring the flat iron steak from the MasterChef kitchen to supermarket shelves, giving fans the opportunity to experience this exceptional cut for themselves.”
The Coles Australian No Added Hormones Beef Flat Iron Sharing Steak is available from Tuesday, June 23 in store and online at Coles supermarkets nationally for $36 per kilogram while stocks last.
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