Asda has launched an online “Support UK’ grocery page to allow shoppers to easily locate products produced in the UK.

The new page will be regularly updated to showcase the range of produce sourced from UK-based farms and suppliers, that shoppers can choose from.

The new updated range spans across categories such as fruit and veg, poultry, dairy and herbs.

The supermarket’s customers can access this full range by searching ‘UK’ in the supermarket giant’s main search bar or by selecting the ‘Support UK‘ banner on Asda.com.

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Asda chief commercial officer of food Kris Commerford said: “We know that our customers are conscious of where their food comes from, and many seek out homegrown produce in our stores.

“So, to make it easier for customers to find the best UK produce available at Asda we are pleased to launch a dedicated section of Asda.com for British products so that our customers can more easily support our brilliant UK based produce suppliers.”

Asda’s latest initiative follows suit of other grocers who this year have released their own ‘British of British’ sections online, including UK’s largest retailer Tesco and convenience chain Co-op.

The move follows the Department for Environment, Food and Rural Affairs (Defra) secretary Steve Barclay urging supermarkets to do more to help online customers buy more British products in January this year.

However, earlier this week, Morrisons announced it was to drop its pledge to source only British lamb, in a bid to cater to more “accessible prices”.