Sainsbury's venison

Sainsbury’s has boosted its line-up of own-label venison products with new lines supplied by Highland Game.

The Dundee-based company previously supplied venison to Sainsbury’s under its Highland Game brand, but will now deliver venison for the Taste the Difference and By Sainsbury’s ranges, as well as Scottish Slimmers ­venison sausages.

“I’m very excited to be launching our new Sainsbury’s range of wild Scottish venison and expect the growing trend to continue,” said buyer Fatima Khan.

Highland Game MD Christian Nissen said venison was becoming more popular because it “ticked all the right boxes” for consumers.