Sainsbury’s has launched a dedicated ‘Best of British’ page on its website to champion British grown and produced products.
The move makes it the largest supermarket to offer the dedicated section online, which includes over 450 100% British-sourced grocery products, including popular produce, meat, dairy, eggs and chilled essentials.
The retailer currently works with over 15,000 British farmers sourcing £2bn worth of produce every year.
The new page builds on Sainsbury’s efforts to help shoppers identify British sourced products through labelling and packaging, and via permanent signage in over 1,000 of its larger supermarkets.
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It also adds to a series of investments made by Sainsbury’s, including £72m of support over the past couple of years.
Sainsbury’s chief executive Simon Roberts said: “Many of our customers want to support British suppliers and make more conscious choices when doing their food shop, and our new Buy British webpage helps them to do just that through a curation of over 450 quality, 100% locally sourced products.
“We recognise the pressures that British farmers are facing and the importance of supporting them to maintain a resilient UK food system for the long term.
“Our relationships with farmers and suppliers are incredibly important to us and we remain committed to sourcing British as much as we can, now and in the future.”
Last month, Aldi also introduced a new dedicated ‘Best of British’ section to its webpage, allowing shoppers to choose from a selection of British groceries, such as dairy products and everyday essentials.
