Game's on at Sainsbury's

- Published: 16 October, 2006

The Game's On campaign which increases the profile of game meat is reaching a new audience as it joins forces with Sainsbury's.

From now on all the packaging of Sainsbury's new Taste the Difference range of game will feature the Game's On logo.

Sainsbury's has been working closely with British Association for Shooting and Conservation's (BASC) Game's On initiative over the last few months in preparation for the launch of its new range of game meat products which will include pheasant and partridge. BASC's director of operations Simon Hamlyn, who is responsible for the Game's On campaign, said: "Both Sainsbury's and Game's On have identical views on the subject of animal welfare, ethics and high standards, and we very much endorse Sainsbury's plans to increase the profile of game as a wild, nutritious food source.

"I am delighted that the Game's On logo is associated with such a well know consumer brand as Sainsbury's."

Ben Hills, product technologist at Sainsbury's added: "In line with our customers demands we have produced a portfolio of products that sit within our Taste the Difference range with support from Game's On.

"These products will satisfy both our customers and our own expectations for providing fresh, tasty, healthy and safe food with the highest standards of animal welfare."

Sainsbury's will launch its range of game meat products through the 'Taste the difference' brand on October 20th.