Shoppers give chicken breast the cold shoulder in favour of cheaper cuts

Thrifty shoppers are turning to cheaper cuts of chicken such as thighs rather than breast.

Soaring household bills are forcing many shoppers to cut back on their grocery budget, leading to a huge increase in the sales of the less expensive brown leg meat, according to a report out today.

But thanks to poultry welfare campaigns by chefs such as Jamie Oliver, they are still eager to buy meat only from chickens that have been raised free range.

Waitrose has released figures showing that sales of free-range chicken thighs and legs are soaring by 55 per cent a year.

Purchases of breast meat are growing by just ten per cent.

The store is to become the first major retailer to offer brown free-range turkey thigh meat for sandwiches and salads.

Brown turkey meat is generally only a big seller at Christmas time because most customers prefer to buy white cuts, relegating the brown for use in prepared pies and stews.

But celebrity cooks have been championing the superior taste of brown meat for years.

Waitrose said: 'It is a cost-effective way to enjoy high-welfare, great quality food.'