One of Britain’s biggest supermarket chains has joined forces with the Game’s On campaign to increase the profile of game meat.  The Game’s On logo will be included on all the packaging of Sainsbury’s new Taste the Difference range of game.

Sainsbury’s has been working closely with BASC’s Game’s On initiative over the last few months in preparation for the launch of their new range of game meat products which will include pheasant and partridge. The supermarket will only stock game products produced in the UK that meet their extensive Taste the Difference brand standards such as the exclusion of hydrogenated fats, artificial sweeteners, colours, flavours and flavour enhancers.

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 said; “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 their range of game meat products through the ‘Taste the difference’ brand on October 20th.