New British seafood brand WILD’R has entered the UK grocery sector, introducing a distinctive, convenience-focused proposition to a chilled fish category that has traditionally relied heavily on own-label ranges.
The challenger brand launched in retail on 14 October 2026, with distribution across 382 Sainsbury’s stores nationwide as well as through the retailer’s online channel.
Addressing consumer confidence in fish
WILD’R was developed in response to a significant challenge facing the UK seafood market: many shoppers lack the confidence to select, prepare and cook fish. Research indicates that just 39% of British consumers feel comfortable cooking a whole fish. This lack of confidence has contributed to falling fish consumption among younger adults and reflects wider food and drink consumer trends around convenience and ease of preparation.
The brand originated from an adventure undertaken by founder Doug Worboys. After leaving his City career, Worboys and his best friend bought motorcycles through Gumtree and rode 16,558 miles from Alaska to Honduras. During the journey, he encountered wild salmon caught locally and prepared using traditional roadside recipes. Those experiences inspired him to build a brand that would make wild fish more accessible, appealing and straightforward to enjoy.
Worboys is working alongside WILD’R CEO Jane Rayner, whose previous experience includes developing the successful challenger brand Gosh!. Together, the team is applying principles associated with food and drink industry innovation to modernise the seafood shopping experience.
A convenient, ready-to-eat seafood proposition
The initial hero product is MSC Yellowfin Tuna Steaks in Ginger, Lime & Coconut. The product has an RRP of £7.35 for a pack containing two 90g steaks.
WILD’R describes the launch as the UK’s first ready-to-eat tuna steaks. The fish is wild caught in the Indian Ocean using FAD-free purse seine fishing and carries MSC certification. It is marinated, grilled and then chilled, so consumers can eat it directly from the pack or heat it before serving.
Each 90g steak contains 25g of protein, provides a source of omega-3 and is low in saturated fat. The format reflects wider food manufacturing trends and advances in food processing technology, delivering a fully cooked seafood product designed for busy lifestyles.
WILD’R plans to broaden the range in the coming months with two further tuna flavours, followed by Grilled Wild Alaskan Salmon Chunks. The expansion also aligns with emerging food distribution trends, as brands increasingly seek prominent supermarket and online availability for convenient premium products.
Support for sustainability and responsible sourcing
The Marine Stewardship Council has welcomed the launch. Seth McCurry, senior commercial manager for the UK & Ireland at the MSC, said WILD’R combines the reassurance of certified sustainable seafood with the practicality required by today’s shoppers.
By reducing the time, skill and effort traditionally associated with preparing fish, WILD’R aims to make seafood more relevant to modern households and reinvigorate the supermarket fish aisle. Its positioning also responds to growing interest in food and drink sustainability, responsible sourcing and food and drink packaging that supports convenient consumption. Alongside these priorities, the brand enters a market shaped by evolving food and drink regulations and changing approaches to food and drink marketing.
