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

The brand who pride themselves in offering high-protein, low-fat, and ethical meat was co-founded by former international England Rugby player Charlie Simpson-Daniel. And now six different types of ostrich, buffalo and antelope products will be available in Sainsburys. The range includes Ostrich Fillets, Ostrich Grillsteaks, Antelope Burgers, Antelope Sous Vide Steaks, Buffalo Burgers and Buffalo Steaks.

Simpson-Daniel says the ambiguity surrounding these meats has helped its popularity soar while their lower cost compared to beef makes them a more affordable and healthier choice.

He said: "No one ever eats ostrich, antelope or Cape buffalo and doesn't tell at least one person about the experience and so we spread very organically by word of mouth."

Simpson-Daniel added: "We also, due to the challenges in the beef industry, represent a healthier protein but also one that is of incredible value.

"After all, two ostrich fillet steaks or buffalo steaks will cost between £5.35 and £6 - excellent value versus beef."

The prices for these products will vary from £4 to £6. Specialising in lean, nutrient-rich proteins, low-fat alternative the company is rapidly gaining popularity among health-conscious shoppers.

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

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

Rugby world cup winner Mike Tindall, husband to Zara Tindall, has joined the board of directors. Alongside him nine others from a variety of backgrounds in business, sport and the food industry are also involved with the company.