Proper Cornish has embarked on a new own-label strategy, starting with a deal to supply Sainsbury's with its Cornish steak pasties.

Packaged under the Sainsbury's Taste The Difference premium sub-brand, the pasty recipe is Proper Cornish's bestseller.

The launch was just the start of the relationship with Sainsbury's, said managing director Phil Ugalde.

Proper Cornish also plans to build on the expertise of the Cornish biscuit brand Furniss of Cornwall, which it acquired in 2006, as it makes its debut in biscuits.

It is also poised to enter new categories, including pre-wrapped portions of bakery lines such as brownies.