The company plans to spend £7m on a “refreshment plan” and has yet to confirm how much will be allocated for the “recovery plan”.
Matt Pullen, Bernard Matthews marketing director, said: “Our product range was due an overhaul and the ‘brand refresh’ programme represents a huge and very worthwhile investment and commitment for the business.”
The “refreshment plan”, which has been under development for the last nine months, will introduce a range of new recipes and clearer nutritional labelling.
In March, three new products were launched – golden drummers and dinosaurs (100% breast meat), wafer thin turkey breast (100% breast meat), wafer thin turkey ham honey roast.
Mr Pullen explained: “Our reasoning for adopting both labelling options is that GDAs on their own may not be easy for some consumers to understand, which is why we are over-laying them with colour-coding.”
The details of the “recovery plan” have yet to be confirmed by Bernard Matthews but it will include advertising, a PR campaign and loyalty schemes.