Coles is giving customers the chance to cook like a MasterChef, launching a new 100% Australian No Added Hormones Beef Flat Iron Steak.

This follows the steak’s starring role in Monday night’s episode of MasterChef Australia which saw a challenge set by Coles ambassador and Michelin-starred chef Curtis Stone. Contestants were tasked with creating a dish in 60 minutes using the “versatile and flavour-packed” steak.  

Karen O’Connor, General Manager of Meat, Deli, Seafood & Convenience at Coles, says 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,” she says.

“Made from 100% 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.”

‘Australia’s best-kept secret’

Mr Stone believes 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,” he says.

“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.”

From MasterChef to supermarket

Tamar Hovagimian, Director of National Advertising Partnerships at Paramount Australia, says the partnership with Coles 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,” she says.

“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 now available in-store and online at Coles nationally for $36 per kilogram while stocks last.