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Supermarkets up their game – literally

Consumer demand for wild game is rising steadily - a quarter of Brits enjoyed it in the last six months - and supermarkets are responding accordingly

people in supermarket

Supermarkets are stocking more and more game

Marks & Spencer and Sainsburys have put in orders with Yorkshire Game, Aldi has made a deal with Highland Game and Iceland are selling grouse from Scottish Kezie Foods. Morrisons have even launched a new brand – Wild as Nature Intended.

It is certainly a market that supermarkets cannot fail to ignore. Over 40% of the public have stated that they are open to trying game and more people are becoming aware of the health benefits wild game offers, thanks to initiatives like the Countryside Alliance’s Game to Eat campaign.

Game ready-meals

Jack Knott of the Countryside Alliance commented: ” As consumers search for increasingly reliable and healthy foods, wild game is at the forefront of the market. Supermarkets and butchers are filling their shelves with an increasing number of wild game cuts and ready-meals which allow customers to ease into cooking game, keeping it simple and tasty.”

Health benefits of game*

  • Venison is high in protein and contains higher levels of iron than any other red meat
  • Game is wild, natural and free range
  • Game is low in fat and cholesterol
  • Game contains no additives
  • Pheasant and partridge contains high levels of iron, protein, vitamin B(6) and selenium, which helps to protect cells from damage caused by free radicals.

“The game market certainly looks strong for the future,” added Stephen Crouch, chairman of the National Game Dealers Association.

Which is good news for the future of shooting.

Time to try a game recipe?

Game is becoming increasingly easy to source and is excellent value – so we have a host of game recipes here for you to browse through, both for the beginner and the more expert cook.  If you’re short of time (and who isn’t) many recipes can be prepared in under 20 minutes.

wild game recipe

A quick game recipe – venison stir fry with noodles and broccoli



*Taken from research commissioned by the Game to Eat campaign