Scottish meat supplier Highland Game is looking to shake up the specialty meat category with the launch of new brand Outlanddish.
The new range began rolling out to Tesco and Morrisons across the UK at the end of last month alongside further listings with Aldi in Scotland.
Outlanddish was designed to showcase the best in speciality meats from around the world, said founder Christian Nissen, who suggested it could quickly eclipse the success of the £15m Highland Game brand.
The current range includes ostrich burgers and steaks, veal burgers, Iberico pork sausages and wagyu burgers (rsp: £2.50-£5), but its scope for expansion was “unlimited”, Nissen said.
The Danish entrepreneur, who helped make venison mainstream with the launch of the Highland Game brand two decades ago, said Outlanddish was “much more than an exotic meat range”. It would help gain shelf space for specialty meats from Argyll lamb and Highland cattle to ostrich and kangaroo, in the UK and abroad, he claimed.
“With high protein diets continuing to prove popular, we see a huge opportunity for this range to become a regular addition to the weekly shop,” he added. “When we launched venison into supermarkets 20 years ago, it was unfamiliar to most consumers. Now it is one of the UK’s favourite meats.”
Nissen said he personally reviewed each launch to ensure quality, flavour and provenance. “We know shoppers are increasingly experimental and relish trying out new flavours.”