New section in Sainsbury’s makes it easier to find British products

Sainsbury’s has just added a ‘buy British’ section on its website to make it easier for customers to support local suppliers.

Sainsbury's has just added a 'buy British' section on its website to make it easier for customers to support local suppliers.

The new page highlights over 450 British-sourced grocery products, including meat, dairy, eggs and chilled food.

The selection of products on the page may vary, depending on seasonal availability.

Customers can also choose from a range of recipes using British products to inspire mealtimes, such as a British Beef Wellington and a Big British Salad.

The move follows in the footsteps of Aldi and Morrisons.

Investments for farming industry 

Sainsbury’s, the UK’s second largest supermarket chain after Tesco, works with over 15,000 British farmers sourcing £2bn worth of produce every year.

In the last few years, the retailer says it has made a series of investments to help British food growers.

In 2023, Sainsbury’s announced that it would be making an annual investment in its Dairy Development Group to support dairy farms in the future.

Committed to sourcing British

Simon Roberts, chief executive officer at Sainsbury’s, 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.”

NFU president Tom Bradshaw commented on the news, saying that he is “delighted” to see that Sainsbury’s is also backing British farmers by adding a British section online in order to signpost shoppers to home-grown produce.

He added: “Our own independent research shows the public want to buy more British food from retailers, and we have been championing this issue for some time. The addition of the British section online by Sainsbury’s will help customers support British farmers.”

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