In season: game

Grocer,  Sept 6, 2008  

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The British game season gets into full swing this month, with strong sales predicted for venison, pheasant and partridge.

The UK market is expected to hit 69m [pounds sterling] in sales by the end of the year [Mintel], 5m [pounds sterling] more than in 2007.

The market is dominated by venison with a 60% shore, followed by feathered game with 27.5%.

A wide range of game cuts, including venison steaks, burgers and mince, whole partridge, whole pheasant and breast fillets and mallard will be sold in Waitrose, Testa, Sainsbury's, Asda and M&S, with most stores expected to stock a 'game casserole' mix. Independents and butchers are also expected to carry a strong offering.

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The leading suppliers include UK Game, Gressingham Foods and Bestwick's. Supermarket own-label ready meal offers will include Taste the Difference venison and redcurrant sausages in Sainsbury's and Wild Venison Casserole in Tesco.

This year will also see the first ever major in-store pheasant sampling programme, as the Game-to-Eat campaign attempts to persuade more consumers to try the meat. Mintel has predicted a further 5% growth for venison over coming years.

COPYRIGHT 2008 William Reed Ltd.
COPYRIGHT 2008 Gale, Cengage Learning