Frozen · Wild game · Ready meal
Girl Gone Wild
The UK's first wild game ready meals. Scottish red venison and Yorkshire pheasant, slow cooked in small batches, hand finished and frozen, so that the leanest meat in Britain becomes a Saturday night with no skill required.
Visit ggwfoods.co.uk
Where it stands
Sourcing and suppliers from ggwfoods.co.uk. Awards from Living North (November 2023), the Game & Wildlife Conservation Trust and the Guild of Fine Food producer directory. Range and RRPs from the brand's Autumn Winter 2026 stockist sheet. The Booths listing was won by the brand before Launch! was involved.
The product
Britain's leanest meat, with the hard part done.
Mel Phipps spent thirteen years in London, in private equity and business development, before moving back to the North Yorkshire countryside she grew up in. The idea arrived at her own kitchen table, watching her husband pan fry pheasant he had shot that morning and wondering why almost nobody else in the country was eating it. Girl Gone Wild launched in November 2022 to fix that.
Seven meals, every one serves two. Wild venison bolognese, lasagne, and chilli and fennel meatballs with puttanesca sauce. A new wild venison bhuna curry. Pheasant with creamy tarragon sauce, and a pheasant masala curry with a recipe written by Praveen Kumar. And the new one, Perfectly Pink wild venison steaks with garlic and herb butter medallions, which took two Great Taste stars this year.
Everything is cooked in a BRC AA accredited kitchen, batch produced and hand finished, then frozen. Cook from frozen in the oven in around forty-five minutes, or in the microwave in under ten. The packaging is recyclable board with a wool liner, and ten per cent of annual profits goes to the Game & Wildlife Conservation Trust.
Buying for premium frozen, farm shop or food to order? The trade pack, nutritionals and stockist terms are ready to send.
Book 20 minutesWhy a buyer stocks it
A category with no incumbent and no own label.
Nobody else is in the freezer
Game in UK retail is chilled raw meat, mostly in the season. A cooked, frozen game meal has no competitor to displace and no own label to argue with on price. That is rare in any fixture.
Frozen makes a seasonal category sell all year
The British game season runs from autumn to the end of January. A twelve month freezer life means the range is ordered in October and still selling in June, which no chilled game line can do.
It raises the basket
A serves-two meal at £10.95 to £22.00 is a Saturday night line, not a weeknight one. It lifts basket value in the part of the freezer where most lines sit under five pounds, and it does it in very little space.
The provenance is real and it is on the pack
Named UK game suppliers, free-to-roam meat, ten per cent of profits to conservation, three Great Taste stars. A farm shop or premium convenience shopper reads all of that in the time it takes to pick the box up.
Low risk to trial
Six case minimum order, free delivery to mainland UK, thirty day terms, and a product that does not go out of date before the second order. A buyer can test one bay without a forecast.
The objection
Game is niche, and my shopper does not cook it.
Both true, and both are the point.
Your shopper does not cook game because it needs skill, it needs to be in season, and it is easy to get wrong. A ready meal removes all three. The person buying this is not a game cook. It is someone who wants to have eaten venison on Saturday without learning how, and that is a far bigger group than the one currently buying raw pheasant.
Niche is the second half. In a fixture where every line fights an own-label version at a lower price, a category of one is the rarest thing a buyer can list. There is no price war to lose, no delisting because a bigger brand turned up, and a shopper who buys it once has nowhere else to go for the second one.
The honest caveat is scale. This is a small North Yorkshire brand with a single accredited kitchen behind it, and volume needs to be agreed before it is promised. Two Great Taste stars in the year of launch for the new steaks says the product is not the risk. Supply planning is the conversation to have early, and I would rather have it than paper over it.
One more thing worth knowing. The brand already sells through Booths Food to Order at Christmas and through farm shops across Yorkshire, so the shopper behaviour is proven at the premium end. The question for a buyer is whether they want to be the first grocery freezer to hold it, not whether anyone buys it.
Range, minimum order, delivery and terms from the brand's Autumn Winter 2026 stockist sheet. Booths and farm shop stockists per orders.booths.co.uk and rootsfarmshop.co.uk. Kitchen accreditation per ggwfoods.co.uk FAQs. Great Taste 2026 per the Guild of Fine Food directory.
In the fixture
It sits above the frozen meal corridor on purpose.
Frozen ready meals are benchmarked per kilo and the bulk of the fixture lives between eight and fourteen pounds. A serves-two game meal lands between eighteen and twenty pounds a kilo and does not pretend otherwise. The comparison a buyer should make is with the restaurant-brand and premium chilled tiers, not the weeknight ones.
The venison steaks sit apart at £22.00 for a min 424g pack, and belong with the premium meat counter rather than the meal fixture. Merchandised at Christmas, they are the line that makes a shopper stop.
Price per kilo derived from observed pack prices at major UK multiples, 2025 and 2026, and from the brand's RRPs. Tiers shown, competitor brands not named.
What I do
Retail readiness
Turning a stockist sheet built for farm shops into a trade pack a grocery or wholesale buyer can act on.
Buyer targeting
Premium frozen, farm shop and food to order first. The doors where a category of one is an advantage, not a puzzle.
Pitch and pack
The commercial story, the range logic and the seasonal merchandising hook, in the format each buyer wants it.
Route to shelf
Wholesale and direct routes worked out in parallel so a listing does not stall on how the boxes get there.
Next step
Want the range, the terms and the technical pack?
I run the commercial conversation for Girl Gone Wild. Full nutritionals for all seven lines, the trade price list, stockist terms, shelf life and the kitchen accreditation position are ready to send. Twenty minutes is usually enough to know whether this fits your fixture, and I will tell you if I think it does not.
Founder rather than a buyer? This is how I work, and these are the other brands.