Bernard Matthews is relaunching its “meal centre” fresh added value products with improved recipes and products that appeal to today’s consumers.

Improvements are part of the company’s strategy to set the brand back on track, promising 100% British sourcing for its turkey lines by August. All the company’s products will now carry a country of origin statement on-pack.

The range has been simplified to eight products, including breaded escalopes, sauce-topped escalopes, crispy steaks and goujons. It will also focus on increasing meat content across the range, avoiding the use of artificial colours or flavours.

“We know we have to create products that respond to consumers’ changing attitudes to food,” said Bernard Matthews marketing director, Matt Pullen.