Cranswick's £10m Jamie venture

In a collaboration with Hull-based Cranswick, Jamie Oliver is launching a range of his own brand bacon, sausages, fresh pork and handmade artisan Italian pasta.

Cranswick already shares a common link with Jamie Oliver as it supplies Sainsbury's Taste The Difference sausages, bacon and fresh pork, which are all supplied from RSPCA Freedom Foods accredited farms.

The chef, who is the TV face of Sainsbury's, has led the charge when it comes to persuading consumers to buy ethically produced pork.

Following his high profile 'Save our Bacon' campaign to promote UK pig farmers, more people than ever are switching to British pork.

Bernard Hoggarth, Cranswick's chief executive, said: "Following the campaign it seemed only right to use the best welfare available at an affordable price so that everyone can enjoy Jamie's portfolio of products."

The pasta is made by hand, near Modena in Italy, into a vast array of shapes using high quality ingredients including free range eggs.

The charcuterie range is made using authentic recipes which go back generations and is produced in northern Italy while the sausage range contains whole cuts of shoulder and belly with fresh herbs.

Guy Mottershead, Jamie Oliver's head of fresh retail ventures, said: "Jamie and his team are very excited to be working with Cranswick – not only do they reflect Jamie's passion and dedication in getting people to eat great tasting food, but they have established retailer relationships and category knowledge that ensures our products are in perfect hands."

Mr Hoggarth said: "Jamie's ethos is to keep it simple and encourage people to cook. He believes no one should be scared to have a go at cooking a great pork roast with proper crackling, or to use cuts of meat they are not used to."

He added that the range could form part of an everyday cooking experience, not just special occasions.

Mr Mottershead said the range will adhere to strict animal welfare standards and will be available at accessible prices.