Sainsbury's first to launch new breed Norfolk Black Chicken

Norfolk Black Roast Chicken

Sainsbury's is exclusively launching the first Norfolk Black Chicken, a brand new breed for customers across the UK. Free range and slow grown to offer quality and flavour, the Taste the Difference Woodland bird is available from 24th September.

Bred from two heritage breeds, the chicken has distinguished black legs and feathers with specks of bronze shading around the neck like a ruby necklace.  From the same farmers and suppliers that produce the festive favourite Taste the Difference Norfolk Black Turkey, the birds are free to roam outdoors amongst trees and hedges.

Combining a corn based diet and year around access to the natural Woodland outdoors where the birds have extra perches and hay bales produces a tender meat with a traditional full flavour.

Siobhan Geary, Chicken Buyer at Sainsbury's says: "Many customers have come to appreciate and enjoy the quality and flavour of the Woodland Norfolk Black Turkey and working with the same farmers we anticipate the chicken will be a welcome addition to enjoy all year round."

She continues: "Thedistinctive black legs on the bird are sure to be a distinctive mark for taste and quality that customers will search out when doing their food shop."

Try making a classic autumn roast dinner or stuffed chicken breast with goat's cheese and thyme.

Notes to editors

  • Farmers behind the development of Norfolk Black Chicken won Poultry Farmer of the Year at 2012 Farmers Weekly awards
  • Whole chicken, thigh and breast launched on 24th September 
  • By 2020, Sainsbury's will double the amount of British food sold.
  • By 2020, all meat, poultry, eggs, game and dairy products Sainsbury's sources from suppliers who adhere to independent higher welfare standards.
  • Sainsbury's relationship with the Woodland Trust started in 2004 when Sainsbury's own label Woodland Eggs were launched, followed by chickens and turkeys. Sainsbury's sell 280 million Woodland eggs each year, 4.9 million Woodland chickens and over Christmas alone sold over 117,000 Woodland turkeys.
  • The Woodland Trust is the UK's leading charity championing native woods and trees. It has 300,000 members and supporters. The Trust has aims to create more native woods and places rich in trees, to protect native woods and to inspire everyone to enjoy and value woods and trees. Established in 1972, the Woodland Trust now has over 1,000 sites in its care covering approximately 20,000 hectares (50,000 acres). Access to its sites is free. 




About the article

  • Posted on: 11 October 2012
  • Type of article: Press release