New identity for Bernard Matthews

Bernard Matthews is planning a dramatic relaunch to reposition itself as a champion of British agriculture.

The new brand identity, 'Bernard Matthews Farms', will see the company reconnect with its British farming origins and focus on its capability to produce 'farm to fork' produce.

As of 1 September, 2008, all Bernard Matthews branded turkey products will be made with 100% British turkey from its farms across East Anglia, firmly placing British provenance and farming back at the heart of the business.

The brand will be supported by a series of new product launches in response to the demand for healthier, convenient and affordable food. All the new and existing favourite Bernard Matthews products have benefited from lower saturated fat and salt levels and the removal of artificial colours and flavours, but without compromising on taste.

A new logo will be used on all packaging and adopted corporately at Bernard Matthews' Great Witchingham headquarters, its operations in Norfolk and Suffolk, and on the company's transport fleet.

Bernard Matthews hopes the launch will return the company to profitable growth, following a 9.5% drop in sales in 2007.

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