London, U.K.-based seafood brand WILD’R has made its supermarket debut, launching what it claims is the first chilled, ready-to-eat tuna steaks in U.K. retail.
The company recently launched Marine Stewardship Council-certified Grilled Yellowfin Tuna Steaks in Ginger, Lime, and Coconut flavor in 382 Sainsbury’s stores nationwide and online.
The tuna is wild caught in the Indian Ocean using fish aggregating device-free purse seine fishing. Further down the supply chain, the fully cooked fish is marinated and grilled before being chilled. The suggested retail price is GBP 7.35 (USD 9.83, EUR 8.75) for two 90-gram steaks.
Two additional tuna flavors are set to join the range in the coming months, alongside a new Grilled Wild Alaskan Salmon Chunks product.
These types of products are needed on U.K. retail shelves, according to WILD’R, because many of the nation’s shoppers lack the confidence in preparing and cooking fish, presenting a key barrier that stops U.K. consumers from eating more seafood. WILD’R explained that new research links declining consumption among younger adults directly to a lack of confidence in choosing and preparing fish.
“WILD’R takes the prep and hassle out of the equation, offering wild fish that is already cooked, full of flavor, and ready to eat,” the company said.
Additionally, in a category heavily dominated by own-label products, the brand is bringing a distinctive proposition, combining globally inspired flavors with everyday convenience, per WILD’R.
WILD’R was launched in 2024 after Founder Doug Worboys and his childhood best friend quit their jobs in London. They embarked on a 16,558-mile journey from Alaska to Honduras, where they tried locally caught fish shared by roadside communities and prepared using recipes handed down through generations, providing the inspiration for what would eventually become WILD’R.
“For too long, the fish category has lacked the innovation found elsewhere across supermarket shelves and felt harder to cook than it needs to be,” Worboys said. “When we traveled through Alaska, we saw how simply wild fish could be prepared and how much flavor and excitement could be brought to it.”
Worboys is joined at WILD’R by CEO Jane Rayner, who brings experience from her former role creating and building vegan food brand Gosh!.
The company aims to strip away some of the barriers around eating fish and create a brand that “feels relevant to the way people actually eat today,” Worboys added.
“We believe there’s a real opportunity to bring something new to the fish aisle and, ultimately, encourage more people to eat quality wild fish more often,” he said.
