Noble Foods branches into game
Noble Foods is to supply British farmed quail to the retail market for the first time, available initially at 100 Waitrose stores.
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.
Finn Cottle, marketing director for Noble Foods said: This is an exciting new product introduction for us. We already have significant expertise
in poultry processing within our business and its 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.
Distribution and popularity of game is increasing as consumers become more adventurous in their cooking, with celebrity chefs using quail in both recipes and in their restaurants.