British Turkey Awards launches new category

The British Turkey Awards are in their 10th year and, to celebrate, a new category for most innovative product has been launched.

The shortlisted products in each of the nine categories will battle it out for the judges' favour and the winners will be announced on 21 September at a gala dinner at Claridges restaurant in London.

The finalists in the new category of Best Innovative Product are Turkey Talk's three bird roast, stuffed with goose and pheasant; Tesco's Finest whole bird, wrapped in bacon and covered in butter; and Kelly Turkeys' breast joint, complete with stock for its gravy.

The judging panel included a consumer for the first time - Maria Ellis of Welling, Kent, who won her place through a competition on the British Turkey website. She said: "I eat turkey regularly, but to see and taste all these products was a real eye-opener."

Jane Curran, editor of Woman and Home magazine, and chair of the panel of six independent judges, applauded retailers for their efforts in making British turkey available and appetising for shoppers all year round.

She said: "Products specially designed for stir frying and barbecuing, such as the shortlisted Orange and Ginger Stir Fry from Asda and Breast Steaks with Barbecue Marinade from Sainsbury's, must encourage people to eat turkey all year round."

Meanwhile, a cooking demonstration in around 40 Morrisons' stores across the UK proved a hit. Staff at the stores wok-fried turkey medallions with a tomato salsa, and more than 8,000 consumers tucked in. A survey in one store revealed that around one in 10 shoppers had not considered using turkey in a barbecue.

The demonstrations are part of a campaign by British Turkey to get turkey on the barbecue during the summer months.

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