If you thought M&S was going big with its Valentine's Day 'Love Sausage', Morrisons has stepped up its game with the 'Sweetheart Steak'.
Morrisons says it wanted to create a cut that 'allowed carnivorous couples to show their love'.
The steak is made from a traditional ribeye, boasting and a 'rich flavour and tender texture'.
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The butchers craft the 'Sweetheart Steak' in store and are careful to avoid any wastage.
Paul Robinson, butchery specialist at Morrisons, says: "This is the perfect Valentine's Day food for customers that are looking to impress. Before you even cut into it, this steak sends a romantic message and it tastes great too."
The steak is available this week at the Morrisons Market Street butchers counters and will set you back £20 per kilo - but can you put a price on love?
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Yes you can, and it's £20 per kilo.
The launch of the 'Sweetheart Steak' comes just after Marks & Spencer launched offered customers a chance to get their hands on a love sausage.
Of course, it isn't that kind of sausage, but the delightfully heart-shape sausages perfect for a Valentine's Day breakfast.
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The company sent out a tweet that said: "Heart-shaped, lightly-truffled, wrapped in bacon and in store tomorrow. Say it with sausages - tag who you'll be sharing your Love Sausage with this Valentine's Day!"
Styled with two eggs in the middle, it looks like it would make a bloody good meal - couple or not.
Asda also hopped on the Valentine's Day bandwagon with a heart shaped pizza and Krispy Kreme launched its annual heart-shaped donuts.
Basically, if it can be made heart-shaped, a company will likely get on board to get a slice of the Valentine's action.
Featured Image Credit: MorrisonsTopics: Food, UK News, Valentine's Day