-Waitrose first supermarket to introduce own label partridge and mallard fillets-

In a supermarket first, Waitrose is launching partridge and mallard breast fillets to meet customer demand. These easy-to-cook fillets are being introduced for customers who are looking to try game but would like simple and easy to prepare cuts.

The move comes hot on the heels of the introduction earlier this year of additional cuts of venison including mince, stir fry pack and leg packs – which have seen venison sales leap 77% YTD. In another first, the supermarket introduced a game casserole selection – which has proved so popular it’s back again this season.

According to Mintel approximately a third of adults would be interested in trying game.

The health credentials of game boost its appeal as it can offer a healthier alternative to red meats thanks to its lower fat content, for example venison and partridge contain less fat than beef.

Frances Westerman, Waitrose buyer says, “We know that our customers are adventurous and are always eager to try something new. Buying game can be a little daunting for some but with the introduction of these easy-to-cook fillets it can now be the perfect mid-week meal. Quick and easy to cook, it is perfect served with simple salads or cooked vegetables and drizzled with a nice jus or raspberry vinaigrette.”

This autumn, the earthy, seasonal flavours of game are becoming evermore popular and can be found on the menus of gastropubs including the acclaimed Harwood Arms and the Jugged Hare as well as the Michelin starred Galvin at Windows, innovative Cinnamon Club and St John’s in Smithfields of London.

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