Bernard Matthews will re-launch its brand with a new identity and product debuts in coming months, to "reposition the company for growth and meet demand for healthy, affordable food".

Plans include refocusing on British turkey farming and production in East Anglia, meeting the needs of today's consumer and championing British agriculture, says the company.

The new brand identity "Bernard Matthews Farms" will roll out across all packaging and will be adopted corporately at the Great Witchingham headquarters, its operations in Norfolk and Suffolk, and on the company's transport fleet.

August will see the launch of "Big Green Tick", a new frozen product range low in saturated fat and using 100% British turkey breast meat. Guideline Daily Amounts (GDAs) will be highlighted in green on the packaging.

A second launch in September will see a changed portfolio of cooked meats, emphasising the quality and taste of the "Golden Norfolk" turkey.

The new logo and packs are described as simple, fresh and contemporary and will feature the company's turkey weathervane.

All new and existing products have lower saturated fat and salt levels than before, with artificial colours and flavours removed, says Bernard Matthews.

The company will also extend its offering of free-range turkey products.