Sainsbury's has teamed up with the British Association for Shooting and Conservation to use its 'Game's On' logo on packs.

The logo appears on the new Taste the Difference range of game, which will include pheasant and partridge and was launched yesterday (Friday).

It is a coup for the BASC campaign, which runs alongside others such as the Countryside Alliance's Game-to-Eat campaign.

BASC's director of operations, Simon Hamlyn, said: "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."

The move has come in for criticism from animal rights groups and sparked concern over levels of antibiotics. But Sainbury's insists that only game products produced in the UK to the highest standards will be used. It is running a Taste of Game week from 11-18 November to promote the new lines.