BM announces relaunch

The simplified line-up of eight products now includes breaded escalopes, sauce-topped escalopes, crispy steaks and goujons.

The improvements, part of the company's strategy to set the brand back on track with good-tasting products that appeal to today's consumers, include increased meat content across the range and no artificial colours or flavours, the company said.

Provenance is also central to Bernard Matthews' recovery plans and the meal centre range, like all the company's products, now carries a country-of-origin statement on-pack. Earlier in the year the company announced that all Bernard Matthews brand turkey will be 100% British by August.

"We know we have to create products that respond to consumers' changing attitudes to food," said Matt Pullen, Bernard Matthews marketing director. "Our fresh added-value products have a loyal following. They provide convenient and tasty family food and they are an important part of our business. With this higher meat content, cleaner labelling and 100% British-sourcing for the turkey products, we've now brought them up to date.

"This relaunch is a further step in the right direction for Bernard Matthews. All our turkey will be 100% British by August and we're working on some very exciting and innovative product developments across the business for the following months."

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