Ed Bedington
Forward thinking farmers are hoping their first new product will be a hit with consumers.
Aria Foods, a processing company set up by farmers to make themselves more relevant and competitive, has launched Meat Strips.
The processor, a subsidary of the farmer-owned Farmers First company, has unveiled two ranges, Lamb Strips and Chicken Strips, and intends to introduce Beef Strips in the new year.
The strips are initially available in 51 Sainsbury stores across Wales and the south west, and the multiple is expected to extend the offer across the UK if the pre-Christmas trials prove successful.
The chip-sized strips are described as healthy, low fat products made from 97% prime meat.
Aria Foods MD Mike Gooding said: "A clear focus on consumers, real product innovation and a determination to be anything but run-of-the-mill are cornerstones to what we are trying to achieve."
The move to processing takes Farmers First another step closer to consumers and the Meat Strips fit in well with today's lifestyle, offering a convenient, healthy and tasty product, he said.
The product takes six minutes to cook from frozen and can be stir-fried, oven baked, grilled, pan-fried or barbecued.
The company has also produced a recipe book to highlight the versatility of the range.