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Game moves into convenience

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British wild game is moving into chilled ready meals with a wide choice of chilled meals based around pheasant and venison. The game industry sees the move into this sector as an opportunity to grow the category by targeting an untapped audience of shoppers who frequent the chiller cabinet fixtures but who until now have not had game meal options.

The seasonality of British wild game means it maintains its unique position within the food calendar and the quality message and seasonality is re-enforced by premium packaging.

New for this season is Bestwick’s Wild British Venison from Forest Enterprise Woodlands in the form of a Casserole in a rich port and peppercorn sauce under the Tesco’s Finest range. And Wild Game Pie topped with potato will be in store purely as a special line for Christmas. While the Keepers Choice range found in Waitrose now has 5 ready meals including the latest - Pheasant Breasts wrapped in bacon in a rich blackberry and redcurrant sauce.

Innovations in the traditional sector have also been gaining momentum with a range of Easy to Carve pheasants and partridge with the choice of with or without stuffing.

Alexia Robinson, spokesperson for the Game-to-eat campaign says: “It is exciting times for game. The development in game ready meals offering convenience and quality are really opening up the market and reaching out to younger consumers. The industry realised it had to show that pheasant and venison was not just for traditionalists. Game has a place in the shopping baskets of a wider, younger consumer. I believe these ready meals are just the start and next season we will see even greater innovation in the game sector. The hard work by all the market players is now starting to pay off.”

As well as ready meals consumers will find ready prepared pheasant breasts with and without sauces, venison packs for stews and casseroles, venison burgers and of course the now established venison sausages which are particularly popular.

Robinson continues “ There are few meats which are available to the consumer in such a variety of outlets. In addition to the multiples which include Tesco, Waitrose, Sainsbury and Budgens, you can also buy a range of ready prepared game from butchers or game dealers or even from your local estate. No other meat offers consumers this range of flexibility to buy.

The game market is now worth an estimated £38m and growing 15% every year. The Game-to-eat campaign continues to build consumer awareness. The website is a core element in promoting game. All major players can appear on our site at no cost.

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For further information call Jane Saward/Hilary Leathes at Field McNally Leathes on 01273 834716 or email: This e-mail address is being protected from spam bots, you need JavaScript enabled to view it