Birds such as pheasant, partridge and grouse have featured in 31 million meals this year, up 15% on last year [TNS]. The increased uptake showed that shoppers wanted a change and was further evidence of an increase in the mainstream appeal of game, said TNS analyst Ugo Jacquemier.
The further development of ready-prepared, well-preserved and easy-to-cook cuts had also boosted sales, said Game-To-Eat campaign spokeswoman Alexia Robinson.
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