Extra category for the British Turkey Awards

The British Turkey Federation has added a new category to annual awards to reflect the changing consumer shopping habits towards pre-prepared meals.

The “Best Meal Solution” category encompasses the growing added-0value sector of pre-prepared turkey portions and they will be judged on the appeal of the product’s packaging, as well as its convenience and suitability for its target audience, such as busy mums.

Catriona Lee, of the British Turkey Federation’s marketing committee, said: “We are looking for the best British turkey products around – whether dressed whole birds for Christmas, convenience portions or meal solutions.”

There is a special category for butchers who sell British turkey all year round. “We are looking for innovative counter displays, versatile portion options and value added recipe dishes such as sausages, burgers, pies and pasties. Butchers can enter themselves – and we are also asking customers to nominate their favourite butcher.”

Last year, Kelly Turkeys and Sainsbury’s were among the winners.

A panel of independent judges from consumer and trade food media, including Poultry World editor Richard Allison, will test the products for taste, quality, innovation and packaging.

Winners of the 12 awards, will be announced at a themed black tie charity dinner and dance at Claridge’s Ballroom, London, on 24 September.