Tesco has introduced a regional West Country chicken range as part of plans to ramp up its locally and regionally sourced poultry offer.

The new range of five lines includes whole birds, breast fillets and thighs and is being supplied by specialist Lloyd Maunder. The birds come from farms in Gloucestershire, Devon, Somerset, Dorset and Cornwall, and will be sold in Tesco outlets in the West Country and south west.

“Our farmers have a local route to market, we reduce our carbon footprint and customers get a quality local chicken for the lowest cost,” said commercial director Andrew Maunder.

Tesco plans to extend the Red Tractor range to further lines, with the aim of sourcing most, if not all, of the chicken it sells in the West Country from local producers. Regional marketing manager Jo Wren said the range responded to demand for quality, affordable, local chicken.