Cargill is launching a new premium beef brand called Salt & Sear to give consumers the ability to purchase restaurant-quality beef to prepare at home.

Sourced from only the upper two-thirds of U.S. Department of Agriculture Choice, with certain cuts qualifying for the Certified Very Tender USDA designation, Salt & Sear beef promises quality and delicious taste, the company said. Salt & Sear products will be available at select retail locations starting in late spring.

Through qualitative consumer research Cargill conducted in 2019, Cargill selected “Restaurant-Quality at Home” as the leading brand positioning for this beef offering. To the Salt & Sear brand’s target consumer, this positioning represented the highest quality standard and provided confidence in cooking mastery.

While making beef purchase decisions, consumers are seeking certain characteristics and on-package information. According to a consumer study conducted by Cargill in 2018, a significant portion of beef consumers said these attributes are either important or extremely important: USDA inspected (74% of consumers), USDA Choice (67%), Certified Tender (46%) and Superior Marbling (42%). Cargill said the Salt & Sear beef brand product offering follows through on these crucial consumer priorities.