Bernard Matthews has started flagging up country of origin on its meat products.

Its British cooked meats now carry the Red Tractor and Quality British Turkey logos as well as a message saying they were made in Norfolk, using meat from farms in Norfolk, Suffolk and Lincolnshire. Imported cooked meats also carry provenance information.

The initiative, which will be rolled out to all products later this year, follows the outbreak of avian influenza at the company's Holton plant in February.

UK turkey sales have still not recovered from the outbreak, thought to have been caused by turkey carcases from Hungary.

"We were planning a brand refresh anyway to be more transparent and honest about our products, but the outbreak of avian flu highlighted the issue for us," said marketing director Matt Pullen. "We have never hidden the fact we import some meat. I think other brands will follow suit on labelling."