Grampian Country Food Group is rebranding its Cookstown pork product range, which is a staple in Irish supermarkets.

Ads for Very Important Pork have already hit TV screens and outdoor poster sites and the branding is being rolled out on packaging in key retail outlets.

The aim is to stress the quality and Irish provenance of Cookstown pork, according to marketing manager Colin Glennon, who claimed that Grampian only sourced top quality local meat for its Cookstown branded products.

"Thanks to the quality of our sourcing, our products have always been VIP so to speak, but the rebranding will hopefully reinforce this message to our customers," he said. "The most noticeable change will be to our logo, which is now bigger and bolder."

The news comes after pig farmers protested outside an Asda in Cookstown, Co Tyrone, during the summer over the discounting of Cookstown sausages.