bernard matthews buttermilk turkey

Bernard Matthews is hoping to tempt more shoppers to try turkey with new buttermilk-coated breast fillets.

Launched in Sainsbury’s chilled aisles last week, the Buttermilk Coated Turkey Breast Fillet Cuts are made from 100% British turkey (rsp: £3/340g).

Buttermilk has been championed by celebrity chefs and pop-up restaurants as a fried chicken coating, and Bernard Matthews said the flavour should attract shoppers “who may ­previously have lacked interest” in turkey.

The new product would also capitalise on growing demand for whole muscle cuts of turkey, claimed Rachel Copley, marketing director for Bernard Matthews.