VICTORIA, Australia – Beef sales at Australia’s Coles supermarkets have surged since it began only selling meat from hormone-free cattle, according to an ABC News report. The new offering, which began on Jan. 1, has been strongly criticized by the Australian beef industry.

But the hormone-free beef led to double-digit growth in that category, said a company spokesman

Company research indicates its customers don't like unnecessary additives in their food, “and added hormones comes under that umbrella," he added.