Tesco is increasing its listings of Rose veal with the launch of a new range on its meat counters.

The retailer has introduced a veal joint as well as rump and sirloin steaks, which will be on sale in selected stores from this week.

The move comes after celebrity pig farmer, Jimmy Doherty, challenged Tesco to stock veal meatballs in his TV programme, Jimmy and the Giant supermarket, broadcast earlier this year.  

Tesco had been working hard to refresh its meat products and to offer something different, said director of counter foods at Tesco, Sean McCurley. “Our expert butchers will be on hand to help customers with tips on how to prepare Rose veal and if it proves as popular as our branded high welfare veal range, we will look to extend it further in the new year.”

The veal sold on the counters is produced on British farms to Tesco’s high welfare standards which are independently audited. The calves are bedded on straw and reared in open barns on a diet of milk and cereal.

Tesco introduced a Brookfield Farm-branded high welfare veal range in its stores earlier this year. The products had “proved to be extremely popular with customers,” and it planned to roll out the products to more stores in the new year, the retailer said in a statement.