British food brand Wild’r is set to launch the first-to-market chilled, ready-to-eat tuna steaks across Sainsbury’s stores from 14 October.

The challenger business will make its retail entrance with an MSC Yellowfin Tuna Steak in Ginger, Lime & Coconut for an RRP of £7.35 for two 90g steaks.

The products are MSC certified, marinated and grilled before being chilled, which allows them to be eaten straight from the pack or warmed through.

There are two additional tuna flavours set to join the range in the upcoming months, alongside Grilled Wild Alaskan Salmon Chunks.

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The brand aims to offer a convenient option for consumers who do not have time for preparation and cooking by creating a flavour that is ready-to-eat.

Doug Worboys, founder of Wild’r, said: “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.

“With Wild’r, we want to take away some of the barriers around eating fish and create a brand that feels relevant to the way people actually eat today.

“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.”

The challenger business is a ready-to-eat fish brand which has a mission of reinventing the fish aisle and making it more accessible for everyday life.