Venison has become the fastest-growing meat product in Asda, the retailer has revealed.
Sales had soared and the meat would be one of the major food trends this year, said Asda meat buyer Jim Viggars.
"It's healthy, easy and quick to cook and gaining popularity with the rise of the celebrity chef," he said.
Supplier Holme Farmed Venison said venison was becoming a mainstream proposition.
It typically attracted younger buyers looking for a healthy alternative to beef and commanded a decent price for producers, said owner Nigel Sampson.