Jamie Oliver has teamed up again with Sainsbury to launch a new range of specially matured beef.
The Jamie Oliver 21 day Extra Matured Taste the Difference British Beef will be on shelf from June 23 and is the result of three years of collaboration between the chef and Sainsbury.
The beef has been matured on the bone for 21 days to provide tender, succulent and flavour filled meat. Available both in prepack and deli, the range includes
four steak lines and four roasting joints.
The meat will be further differentiated by being packaged in greaseproof paper to evoke images of traditional butchers.
Louise Warner Jones, fresh meat manager for Sainsbury, said: "Customer research reveals a high demand for quality beef. This range responds to those demands with blind taste tests revealing that customers are thrilled with the new product."