Oliver's meaty launch for Sainsbury's

Sainsbury's has launched its first Jamie Oliver range for two years, comprising the most expensive supermarket beef in Britain.

Oliver - the face of Sainsbury's for the past three years - has developed a premium range made up of four lines including steaks and joints.

At£19.99 per kilo, the sirloin steak costs£4 per kilo more than Tesco's top of the range and£1.50 more than Waitrose's.

Oliver said: 'To be given this opportunity to develop a fantastic range of British beef is any chef's dream. I hope customers enjoy the meat as much as I enjoyed developing it.'

The beef has been cured on the bone for 21 days and will be sold in all supermarkets.