New season West Country lamb has gone into Sainsbury stores under the Taste the Difference brand.
Sainsbury said the lamb, which is available in 70 stores, is born and reared on small family farms in Devon, Dorset, Cornwall and Somerset, and is supplied through processor Lloyd Maunder.
A Sainsbury spokesman said: “We are proud to maintain the time-honoured methods of preparation to ensure extreme tenderness and flavour.”