Cranswick, the UK food processor, has added to its range of branded meat products on sale in its domestic market with the launch of cooked meats brand Welly.

The Welly line consists of four ham and one cooked chicken product. The brand will be launched initially in Waitrose and NISA stores this month. Recommended prices range from GBP1.19 (US$1.70) for honey roast ham to GBP3 for a lean breaded ham.

Richard Morris, marketing controller for Welly, said the “fun and affordable” range was being launched into a “staid market”. He added: “At Welly, we really believe quality comes first, we are proud of the products we make, but we also believe great tasting British food should not cost the earth. We are delighted to be able to offer consumers a quality product with clear traceability, we work closely with our farmers to ensure the highest level of animal welfare and look at ways the farms can increase their future sustainability.”

just-food understands there are no plans at this stage to look for listings in the UK’s four major food retailers – Tesco, Asda, Sainsbury’s and Morrisons.