Dundee-based Highland Game has invested over £1m launching a range of specialilty meats including buffalo and ostrich into supermarkets across the UK.
The adventurous new food brand, Outlanddish, has already secured separate deals in the UK with Tesco, Morrisons and Aldi Scotland worth millions since launching in October, alongside deals with international supermarket groups.
The Outlanddish range is the brainchild of Dundee-based entrepreneur Christian Nissen who made venison a household delicacy with the launch of Highland Game nearly 20 years ago. The idea for Outlandish was born from a passion to create a brand new category for meats in the UK and to satisfy the nation’s appetite for high-quality, provenance led, great tasting proteins.
The new range of specialilty meats aims to bring some of the world’s most sought-after and exceptional products from land, sea and sky to households across the UK. The current range includes Ostrich Burgers, Ostrich Steaks, Veal Burgers, Iberico Pork Sausages and Wagyu Burgers.
Founder Christian Nissen recognised an opportunity to bring new specialilty meats to UK shoppers and travelled the world to hand-pick the finest suppliers to create these products, including Wagyu beef from some of the world’s finest Wagyu Bulls in Jack’s Creek Australia, two-time winner of the World Steak Challenge, Ostrich from South Africa, and the finest Iberico Pork from Southern Spain.
In a supermarket first, the Outlanddish range is currently available as a special buy in Tesco and Morrisons UK-wide, and Aldi in Scotland.
Christian Nissen, founder of Outlanddish, said: “We went to intrepid lengths to source some of the world’s most exciting meats that deliver on flavour, quality and provenance. We know that shoppers are becoming increasingly experimental in their own kitchens and relish the adventure of trying out new flavours and ingredients. I hand-picked and personally visited every supplier in order to ensure that they met our exacting standards. I want our products to inspire a sense of excitement in consumers and I believe that these speciality meats will do just that.
“When we launched venison into supermarkets under the Highland Game brand 20 years ago, it was unfamiliar to most consumers. Now it’s one of the UK’s favourite meats. The launch of Outlanddish has the potential to create a new speciality meat category in the UK and, with high protein diets continuing to prove popular, we see a huge opportunity for this range to become a regular addition to the weekly shop.”