New British food brand WILD’R has officially launched into the UK grocery market, bringing brand-led innovation and convenience to a chilled fish category traditionally dominated by own-label products.

Making its retail debut on 14th October 2026, the challenger brand is available in 382 Sainsbury’s stores nationwide and online.

Why WILD’R entered the market

WILD’R was created to tackle a major barrier for UK consumers: a lack of confidence in choosing, preparing, and cooking fish. Industry research shows that only 39% of Brits feel confident cooking a whole fish, with declining consumption among younger adults directly linked to this intimidation factor.

The brand’s roots trace back to an inspiring journey by founder Doug Worboys, who quit his job in the City with his best friend, bought motorcycles off Gumtree, and travelled 16,558 miles from Alaska to Honduras. Along the way, experiencing locally caught wild salmon prepared with traditional roadside recipes inspired him to create a brand that makes wild fish accessible, flavourful, and exciting. Worboys is joined at WILD’R by CEO Jane Rayner, who brings valuable industry experience from building the successful challenger brand Gosh!.

What the product offers

WILD’R’s hero launch product is the MSC Yellowfin Tuna Steaks in Ginger, Lime & Coconut, priced at an RRP of £7.35 for two 90g steaks. Key product highlights include:

The UK’s First Ready-to-Eat Tuna Steaks: Wild caught in the Indian Ocean using FAD-free purse seine fishing and MSC certified, the tuna is marinated and grilled before being chilled, meaning it is fully cooked and can be enjoyed cold straight from the pack or warmed through.

• Nutritional benefits: each 90g steak packs 25g of protein, is high in omega-3, and is low in saturated fat.
• Future expansion: two additional tuna flavours are set to join the lineup in the coming months, alongside Grilled Wild Alaskan Salmon Chunks.

Industry backing and sustainability

The Marine Stewardship Council (MSC) has strongly endorsed the launch. Seth McCurry, senior commercial manager for the UK & Ireland at the MSC, noted that WILD’R successfully bridges the gap between sustainability and everyday convenience, allowing shoppers to enjoy certified sustainable seafood with complete peace of mind.

WILD’R aims to strip away the friction of preparing fish, offering a modern product that fits into contemporary lifestyles while breathing new life into the supermarket fish aisle.