Brakes, the UK’s leading foodservice wholesaler, has launched a campaign aimed at encouraging chefs and operators to “make more of mutton”. According to the announcement in Larder magazine, the initiative emphasises mutton’s deeper, gamier flavour and its suitability to slow‑cooking techniques, while introducing a product range intended to mirror familiar lamb items for professional kitchens. The company presents the move as both a culinary and commercial proposition for menus under pressure from rising costs.

The new assortment is framed as a like‑for‑like replacement for popular lamb cuts: racks, joints, chops, diced portions and mince are all offered so chefs can use familiar recipes and production flows. Brakes’ own blog sets out practical menu support and cooking guidance alongside the product launches, and the wholesaler has created a dedicated section on its website to provide recipe inspiration and portioning advice aimed specifically at foodservice operators.

Product listings on Brakes’ platform show the business is merchandising multiple mutton SKUs, including a British Red Tractor TTS mutton leg described as premium, grass‑fed and outdoor‑reared, with pack sizes and portioning information tailored for professional use. Brakes states the range is 100% British farm‑assured; the Red Tractor scheme — the UK’s largest farm assurance body — says farm‑assured status denotes independent inspections and guarantees around food safety, animal welfare, traceability and environmental protections. Some product descriptions also note suitability for halal diets, underlining the cuts’ versatility for diverse kitchen requirements.

Brakes presents the mutton campaign as part of a wider Ways to Save programme designed to help independent food businesses manage rising operating costs. Coverage by Scotland Food & Drink and the company’s announcement describe a cashback offer across hundreds of products, plus supporting materials such as waste‑reduction advice and low‑cost recipe ideas. Paul Nieduszynski, chief executive of Sysco GB, is quoted in the company’s announcement as saying: “We are committed to identifying, launching and promoting products that help customers save money.” That comment underlines Brakes’ positioning of mutton both as an economical alternative and a strategic product within its cost‑saving toolkit.

Culinary guidance from Brakes’ menu support is consistent with wider cooking literature: mutton is older than lamb and typically has a richer, gamier taste that rewards long, slow cooking. Practical cooking sources note that braising, stewing and other low‑and‑slow methods break down tougher fibres and develop deep savoury notes, making mutton well suited to hearty braises, casseroles and spice‑forward dishes — and offering chefs a way to deliver distinctive flavour without altering kitchen workflow dramatically.

The campaign arrives against a backdrop in which Brakes is actively promoting innovation and operator support. Industry reporting highlights the wholesaler’s market position and recent recognition — including a Foodservice Operator of the Year award at the Quality Food Awards — which the company cites when framing product development as part of a broader service to caterers. Brakes claims the new mutton range will both broaden menu options and contribute to tighter food‑cost control, though successful adoption in professional kitchens is likely to depend on recipe testing, staff familiarisation with different cooking times and the effective use of the promotional and cashback tools the company is offering.