Sainsbury’s launches 3 new meats in stores – ‘Excellent value’ | UK | News

A major UK supermarket has announced the nationwide launch of three new types of meat in its stores. UK-based exotic food brand The Lions Kingdom is now available at Sainsbury’s locations nationwide.

Priding itself on offering high-protein, low-fat and ethical meat, the brand was co-founded by former England Rugby international player Charlie Simpson-Daniel. Six different types of ostrich, buffalo and antelope products will now be available in Sainsburys. The product range includes Ostrich Fillet, Ostrich Grilled Steak, Antelope Burger, Antelope Sous Vide Steak, Buffalo Burger and Buffalo Steak.

Simpson-Daniel says the uncertainty surrounding these meats has helped fuel their popularity, as their lower cost compared to beef makes them a more affordable and healthy choice.

He said: “Nobody eats ostrich or antelope or Cape buffalo and tells at least one person about the experience, and so we spread it quite organically by word of mouth.”

Simpson-Daniel added: “We represent a protein that is healthier but also has incredible value because of the challenges in the beef industry.

“All in all, two ostrich fillet steaks or buffalo steaks will cost between £5.35 and £6 – excellent value compared to beef.”

The prices of these products vary between 4 and 6 TL. Specializing in lean, nutrient-rich proteins and low-fat alternatives, the company is quickly gaining popularity among health-conscious shoppers.

Lions Kingdom says it has established itself as a leader in the value-added meat category.

The company aims to exceed £15 million in annual revenue by the end of 2026.

Rugby world cup champion Mike Tindall, husband of Zara Tindall, has joined the board. Alongside him, the company includes nine other people with diverse backgrounds in business, sports and the food industry.