The Silver Fern Farms meat co-operative has teamed up with Britain's biggest supermarket chain, Tesco, to launch a new range of lamb products.
The UK is New Zealand's largest single lamb export market but until now the meat has been sold under UK brands.
A member of the Silver Fern Farms marketing team, Grant Howie, says the venture is about adding value through a new consumer brand in line with the red-meat strategy.
Mr Howie says the new products are being positioned at the top end of the market, where they are seen as being high quality, very convenient cuts.
The products include French racks, as well as lamb loin fillets, roasts and rumps.
Mr Howie says the co-operative is aiming for the new products to give a higher return than meats that the company has traditionally sent to the UK.
He says Beef + Lamb New Zealand is helping fund the venture through farmer levies, which are helping to pay for the marketing.
Beef + Lamb chief executive Scott Champion says consumers often decide what to buy while at the supermarket, and the old approach of using levy money to fund print-based campaigns didn't help with this.
