Yorkshire Game gains Asda listings

By Aidan Fortune

- Last updated on GMT

Yorkshire Game gains Asda listings
Yorkshire game has won new listings at Asda for three of its Wild products. Pheasant thighs, diced mixed game and venison steaks are available in 103 Asda stores in the UK.

Yorkshire Game managing director Adrian Lyons said the listing would help bring game to more people.

"Game is growing by 15% year on year," he said. "We know that one in four shoppers aged between 18 and 35 want to try game, but there are two barriers to entry: one is how to cook it and two is where do I buy it?

"Our business goal is to make game accessible to everyone all year round."

Lyons added that the company was in talks with Asda and other retailers regarding further range extensions.

Related topics: NPD, Manufacturing, Meat & poultry

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