Consumption of game has risen as shoppers become more adventurous with their meat choices.

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.