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The British are taking a walk on the wild side, as we get a real taste for game. Latest research from MINTEL shows that sales for meat such as venison, pheasant and grouse soared 46% between 2004 and 2006, to reach £57 million last year. Although still a premium, niche market, these meats are clearly a cut above the rest, with everyday red meat and poultry markets growing by no more than 5% over the same two year period. “The market for game is growing strongly as we increasingly look for exciting, alternative flavours that fit with our renewed interest in good quality food. But game also has a surprising fan in health conscious Brits. These meats are low in fat and cholesterol, but are still full of flavour and this healthy image is definitely helping to boost sales, especially amongst women,” comments David Bird, senior market analyst at MINTEL.