21 Nov 2007


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Noble Foods moves into game market

Source : Noble Foods
Noble Foods, the UK's largest egg producer, has moved into a new area - supplying British farmed quail to retail.

Quail

It is a new entry for the company into the fast growing game market and the first British farmed quail to be available through supermarkets, initially through 100 Waitrose stores. The market largely comprises venison, pheasant, partridge, grouse and quail.

Says Finn Cottle, marketing director for Noble Foods: “This is an exciting new product introduction for us. We already have significant expertise in poultry processing within our business and it’s a natural extension of our product portfolio.

"We have a very large egg business within supermarkets and so we are very familiar with up to date consumer trends in fresh foods and changing eating habits. And although game is a small market currently, it’s growing at a significant rate versus poultry and other meats and we plan for this to be the first of many introductions into the marketplace.”

Distribution and popularity of game is increasing as consumers recognise its low fat and high protein content and become more adventurous in their cooking, with celebrity chefs using quail in both recipes and in their restaurants.

The ‘Poachers Pot Quail’ has been launched at peak season for game just before Christmas and comes in double packs of two 170g quails and retails at about £4.50 for the two.

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