Breeding success

Sainsbury's has more than doubled its range of higher-welfare pork, as demand grows for affordable meat raised in better conditions.

The new range of pork is bred outdoors on farms inspected by Freedom Food to strict RSPCA welfare standards and hit Sainsbury's stores last week (17 September).

The range, called 'Sainsbury's Freedom Food Endorsed Pork', has been launched to satisfy consumer demand for higher-welfare meat at affordable prices. A pack of two pork chops will cost around 14p more than a standard pack.

Judith Batchelar, director of Sainsbury's brand, said: "We are doing everything we can to improve animal welfare while still providing our customers with choice and good value."

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