Coles is slammed for dirty trick catching shoppers out: 'Apparently they aren't making enough money from us'

A Coles customer has lashed out at the supermarket giant accusing it of ripping off customers by selling reconstituted meat.

The shopper was left furious after claiming he had unknowingly bought sub-quality beef from Cessnock, on NSW's Central Coast.

'Brought this from Cessnock Coles the other day and apparently they aren't making enough money from us that we are now getting reconstituted meat that's glued together Instead of what's labelled not happy Jan,' he wrote on Facebook.

The customer shared a photo of his haul after paying $9 for the packaged meat.

Flanks of 'thinly sliced oyster blade' Australian beef were seen with large holes in them.

The packaging says the beef is 'always sourced from Australian farms'.

Reconstituted meat is a liquefied meat product that contains fewer fats, pigments and less myoglobin than unprocessed dark meats.

Social media users were mixed in their response with many suggesting the man received exactly what he paid for.   

'You paid for a crap cut of steak and you got a crap cut of steak... a lesser quality cut of beef,' one said. 

A second added: 'It’s not glued. It’s fat in the meat. It would be wayyyy more expensive to add gluing meat together to the process line and do this than it is to sell it how it’s cut. 

'Meat glue is predominantly found in this such as ham or turkey loaf.'

Others suggested the Coles customer should take their business somewhere else. 

'Support local. Go to the butcher shop & this will be avoided,' one wrote.

'Instead of complaining on Facebook, why didn’t you take the meat back to Coles?' another added.

Daily Mail Australia contacted Coles for comment.