Retailers in Britain are beefing up their venison stocks as the desire for the meat continues to experience an exponential jump.
This Christmas, for example, Venison Wellington will be one of Asda's seasonal products, while Sainsbury's will introduce its new venison lines this autumn.
This follows venison sales rocketing 413 per cent year-on-year from £1.2 million to £6.4 million (to the week ended 22 June 2014).
Asda is sourcing its venison from Northern Irish supplier Finnebrogue, a company the supermarket chain describes as "put[ting] itself on the map" and "bringing venison to the fore, but in an easy format."
Sainsbury's stated:
"We have seen a growing consumer demand for the protein, which is why our range now covers added-value venison."
