Following a decade of development and five years of production, Sainsbury’s is launching a new Taste the Difference Aberdeen Angus range which it claimed could revolutionise how beef is produced in the UK. The range will offer a 25% lower carbon footprint compared to industry standard, making it the largest low carbon beef range ever produced in the UK, according to the supermarket.
Sainsbury’s has developed the range by bringing together its dairy and beef supply chains, reducing carbon through a combination of superior cattle breeding and animal management. Measures such as strictly monitored feed and living conditions mean that healthy calves are raised in the most efficient way possible, needing less time and energy to grow, in turn emitting fewer harmful gases.
With taste at the forefront of the development, the updated Taste the Difference range will initially feature 16 customer favourites including 12% and 5% fat mince, 30-day rib eye steak and a 30 day beef roasting joint. The beef is produced in Britain using Aberdeen Angus cattle, which allows the retailer to breed healthy, hardy animals that are naturally suited to a grass and forage diet.
Sainsbury’s said it has also made sure the new process will offer benefits for farmers with fixed, forward pricing providing greater security and stability. The retailer also equips farms with advanced free-of-charge technology which generates in-depth data to help them make better farm management decisions.
Customers will be able to find the new beef range in over 60 stores from Monday 18 September, with a nationwide expansion to come.
Gavin Hodgson, Director of Agriculture, Aquaculture and Horticulture at Sainsbury’s, said: “More customers than ever want high quality beef with a lower carbon footprint and that’s why we’ve invested many years of research and development into transforming how we produce it.
“Our updated lower carbon premium beef range not only tastes great but is also positive news for our farmers too, who will benefit from more security and stability, supporting the future growth of UK agriculture. We’re excited about the possibilities this move could hold for the future of farming in the UK.”