Sainsbury’s has become the largest supermarket to launch a dedicated ‘Best of British’ page on its groceries website, in a bid to better champion and profile British grown and produced products with its online customers.

The retailer’s new website page spotlights more than 450, 100% British-sourced grocery products and includes popular produce, meat, dairy, eggs, and chilled essentials. This enables customers to find and buy locally produced products more easily whilst also supporting local producers and growers.

The supermarket chain works with more than 15,000 British farmers sourcing £2bn worth of produce every year. It has also made a series of investments to help such producers, including £72m of support in the last couple of years alone. Last year, the retailer announced that it would be making an annual investment into its Dairy Development Group to support dairy farms in the future.

Simon Roberts, chief executive officer at Sainsbury’s, said: “Many of our customers want to support British suppliers and make more conscious choices when doing their food shop, and our new Buy British webpage helps them to do just that.

“Our relationships with farmers and suppliers are incredibly important to us and we remain committed to sourcing British as much as we can, now and in the future.”

Dr Luke Evans MP said: “This is another huge step forward for my ‘Buy British’ button campaign! With Sainsbury’s launching a ‘Buy British’ section online they become the latest supermarket to support homegrown produce.

“It’s great to see Sainsbury’s, Aldi, and Morrisons all leading the way on the ‘Buy British’ button, I look forward to seeing other supermarkets follow their lead.”