Leading turkey producer Bernard Matthews Farms is making its first foray into the branded, ready-to-cook fresh turkey market, with the launch of a new range of chilled products created by celebrity chef Marco Pierre White.
The company says the new “Marco’s” range is key to its business strategy of doubling turkey consumption over the next 10 years “by encouraging a reappraisal of the Bernard Matthews Farms brand and bringing new consumers into the fresh turkey category”.
Made using 100% British turkey and high-quality fresh ingredients, Marco’s has been developed in response to the changing eating habits of Britons, which has seen at-home dining occasions increase, but preparation time and scratch-cooking decrease.
“Marco’s is an incredibly important launch for us,” said Bernard Matthews Farms marketing controller, Rajinder Sahota. “In working with the chef, we plan to attract a wider spectrum of customers and significantly grow fresh turkey as a whole.”
The new range will comprise of a selection of turkey breast steaks, coated in four different lightly flavoured crusts with a complementing sauce, and larger roasting joints, filled with a traditional sage and onion stuffing and served with a classic turkey gravy.
“Turkey is one of my favourite meats and I want my new range with Bernard Matthews Farms to inspire consumers to think about cooking with it all year round,” said Mr White. “Turkey is ideal for today’s modern lifestyles as it works well with so many different flavours.”
The launch is accompanied by a £10m integrated marketing campaign – including TV and print adverts starring Mr White, sampling and PR.