The new range is BMF’s first branded entry into the ready-to-cook fresh turkey market. It is said to be key to its business strategy of doubling turkey consumption over the next 10 years, by encouraging reappraisal of the BMF brand and bringing new consumers into the fresh turkey category.
Marco’s will comprise of a selection of turkey breast steaks, ‘Marco’s Steaks’, and larger roasting joints, ‘Marco’s Joints’.
BMF marketing controller Rajinder Sahota said: “Our research shows that consumers are increasingly looking for exciting and inspirational dishes that can be delivered to the table with minimal preparation and fuss. We believe this new range does exactly that.
“Marco’s is an incredibly important launch for us and, in working with the chef, we plan to drive reappraisal of Bernard Matthews Farms, attract a wider spectrum of customers and significantly grow fresh turkey as a whole.”
Marco’s Steaks are skinless turkey breasts coated in four different lightly flavoured crusts with a complementing sauce. Marco’s Joints comprise either a turkey breast or turkey thigh joint, filled with a traditional sage and onion stuffing and served with a classic turkey gravy.
The £10m integrated marketing activity includes a major TV and print advertising campaign, starring Marco Pierre White, sampling and PR.