Beef steaks (L. lumborum and Semitendinosus) were randomly assigned to one of three treatments: 1) No‐ultrasonicated; 2) 16 W/cm2 or 3) 28 W/cm2 ultrasonicated in vacuum bags (VAC). Later, steaks were also randomly packed in either VAC or modified atmosphere (MAP, 25–75%, CO2‐O2). After simulated retail display (SRD, 3°C, 12 h light) for 6 d, High‐intensity Ultrasound (HIU) increased redness and saturation on VAC meat (p < 0.05) and produced an increase on L. lumborum (p < 0.05) but not on Semitendinosus (p > 0.05) shear force. High concentrations of O2 in MAP increased loss of redness (2.83 vs. 2.13 MAP vs. VAC, respectively) and saturation (2.64 vs. 1.99, respectively) during SRD. MAP also increased L. lumborum shear force (4.4 vs. 3.2 kgf, respectively p < 0.001) and lipid oxidation (p < 0.001). HIU may be consider as a strategy to improve beef color on VAC. Moreover, high O2 concentrations on MAP should be used with caution for beef, because of a possible negative impact on oxidative stability and tenderness.Practical applicationsHigh intensity ultrasound on bovine Longissimus lumborum and Semitendinosus appears to be a promising method among the recent techniques for improving color of vacuum packed beef without a negative effect on pH and water holding capacity when applied to fresh meat. Hence, ultrasonication may be considered as a strategy to positively influence the acceptance of vacuum packed beef by final consumers.