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We'll go to great lengths to ensure the meat we're eating is the best it can possibly be - whether that's buying the finest, juiciest cut or marinating it in a tub of seasoning for two days straight. But have you ever tried massaging your meat? I know, there's a sentence I never thought I'd say.
That's exactly what's going down at the world's first 'Meat Massage Joint', where food is getting that all-important TLC - Tenderising Loving Care.
The massage parlour with a difference has been set up at the Truman Brewery in London by BBQ sauce brand Bull's Eye, whose 'Cook Strong Clan' will be on hand to share tips on the importance of massage, pairing meat with the best flavours and how preparation is 'the key to great tasting cuts that pack a punch'.
BBQ lovers (that is to say: all of us, amirite?) can simply pop down the the pop-up - which runs from 23 to 24 May, 12-6pm - grab their favourite cut then watch on as it's given the treatment it deserves.
According to Bull's Eye, the massaging process breaks down tough fibres, helping the meat melt in your mouth and not turn to mush.
The meat will then be paired and smothered with one of Bull's-Eye's bold, flavour-packed sauces or glazes to finish the job.
100 free cuts of meat will be available on each day of the pop-up - but on a first come, first served basis, so you'll have to get your skates on.
Joel Hughes, Marketing Manager at Bull's-Eye, said: "We know true meat fans want their steaks, ribs and cuts to be juicy, tender and packed with bold flavours before they cook. That's why the Bull's-Eye Cook Strong Clan is in town to help meat lovers wanting to go that extra mile for their Bank Holiday BBQ.
"Treating your meat right before it hits the grill is the first step to flawless BBQ. Bull's-Eye has been taking BBQ'ing to the next level since 1985. Our American pitmaster know-how combined with our range of authentic BBQ sauces, will ensure visitors experience a sight and taste sensation like no other."
Look, if it's good enough for those diva Wagyu cows, it's definitely good enough for whatever I'm having for my dinner. Massage away!
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