BERNARD MATTHEWS is undergoing a brand refresh, with new packaging, products, £7m marketing campaign and more of a focus on convenience.
The plans include a bid to make Bernard Matthews synonymous with Christmas, brand extensions and a focus on turkey's superfood credentials.
New products include wafer-thin turkey breast and honey roast wafer-thin turkey ham. Both will appear in a TV ad campaign set to run in May or June.
Bernard Matthews is also introducing a chilled version of its Golden Drummers and Dinosaurs products, and launching Just Turkey frozen breast steaks with toppings.
Packaging across the entire Bernard Matthews portfolio has been made more uniform and will now include GDA and traffic light labelling.
The revamp coincides with Bernard Matthews' avian flu brand recovery programme, which will include a national press campaign.
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