Now you can buy venison mince

ARE you bored with picking up the same things at the meat counter? Then why not try venison the next time you’re at the supermarket?

This full-flavoured dark meat is suddenly a huge trend: sales of venison are up 94 per cent year on year at Waitrose, while venison recipe searches on waitrose.com are up by 85 per cent, too.

Bosses at the supermarket say that i t’s as a result of shoppers looking to eat more healthily: venison (and game in general) is leaner than beef, pork or lamb, and has fewer calories per 100g than chicken.

It’s also rich in iron (venison has more iron per 100g than beef), zinc, copper, phosphorus and some B vitamins, and is a source of magnesium and selenium. It also has more protein than other red meats.

To meet demand, Waitrose — which already stocks venison steaks — is launching a range of the meat to include mince, a stir-fry pack and leg. It’s the first supermarket to do so, and the new cuts will be available all year round.

Rob Hues, Waitrose venison buyer, says: ‘Game meat, particularly venison, is really popular with our customers, so it’s great to be broadening the range. our shoppers appreciate the good flavour and low fat levels found in venison, and are learning how versatile it can be.’

Iceland, too, has launched venison haunch steaks from wild European red deer.

An Iceland spokesman said: ‘Thanks to its diet of acorns, grass, leaves and fruit, and the total l ack of human intervention, venison is an excellent source of protein that’s also low in fat.

‘It’s best shallow fried or grilled, never overcooked, and you should always rest it for five minutes before serving.’

Venison mince costs £4.29 for 300g at Waitrose, the stir-fry pack is £5 for 220g and the leg fillet is £6 for 170g.

Venison haunch steaks cost £5 for a 250g pack of two at Iceland.