Sainsbury’s has become the largest supermarket to launch a ‘Best of British’ page on its website in a bid to encourage shoppers to purchase British grown and produced goods.
The page features over 450 100% British-sourced grocery products, including produce, meat, dairy, eggs and chilled essentials.
Sainsbury’s shoppers can also browse a range of recipes using British products to inspire their meals, including British Beef Wellington and a Big British Salad.
The supermarket already uses labelling and packaging in-stores to help shoppers find British sourced products, as well as permanent signage in over 1,000 of its larger stores.
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The grocer also currently works with over 15,000 British farmers sourcing £2bn worth of produce every year.
Sainsbury’s CEO 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 launched a “Best of British” section on its website, featuring a wide selection of groceries such as meat, dairy and everyday essentials.
The grocer followed in the footsteps of Morrisons, which became the first UK retailer to offer a dedicated “Buy British” section last year.
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