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Supermarket Slammed For Selling Reindeer Meat In Run-Up To Christmas

Mon, 15 Nov 2010
Discount supermarket chain Lidl has been accused of "destroying the magic of Christmas" by offering reindeer meat to its customers.

The German-owned retailer is selling frozen reindeer steaks at £5.99 for a 350g pack under its premium 'Deluxe' brand, which also includes pheasant, venison and springbok, in all 500 of its UK stores.

But the move has been slammed by animal rights campaigners. According to Uppsala University in Sweden, reindeer are often herded using non-traditional techniques such as snowmobiles and motorbikes which causes the animals "huge distress".

"The idea of ‘Rudolph’ being slaughtered and sliced into steaks for a novelty Christmas dinner is revolting," said a spokesperson for People for the Ethical Treatment of Animals ."

"Christmas is supposed to remind us of peace and goodwill - and the rest of the animal kingdom could do with a taste of it, rather than being tasted."

Justin Kerswell, campaigns manager at vegetarian campaign group Viva! commented: "Lidl is destroying the magic of Christmas by selling dead reindeer ."

"What they term ‘luxury cuisine’ belies the truth behind an industry that exists to exploit wild animals. Reports show that up to 70 per cent of reindeer killed for meat are calves."

Viva! has previously criticised IKEA for selling reindeer meat in 2008 and has successfully campaigned against the sale of kangaroo in supermarkets .
 
 
 
 
 
 
 
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