Bernard Matthews is launching an on-pack competition offering 40 shoppers £5,000 towards their year's grocery bills.

The £200,000 promotion, which launches this week for one month, will feature on 3.6 million packs of Bernard Matthews' deli products across 16 SKUs, in a bid to draw lapsed customers back to the brand and boost website traffic.

Each pack features a code that consumers can enter into a micro-site, which tells them if they have won. Consumers can also download a 'Little Book of Healthy Living'.