bernard matthews turkey sticks

Bernard Matthews has moved to cash in on the growing popularity of meat snacking and finger food by launching a new turkey stick variant.

The new product is made from 100% British turkey breast, is covered in breadcrumbs, and will go on sale in frozen packs of 12 across the mults from August (rsp: £1.50/210g). “With a growing trend towards snacking and a move away from centre plate items such as steaks and grills, there is a rise in popularity for tasty finger food,” said Bernard Matthews marketing manager Karina Zimmermann.

“This launch seemed like the perfect opportunity for the brand to expand its expertise in line with these new trends,” she suggested, and added it was also an ideal product for children’s teatimes, family buffets and quick snacks.

Sales of Bernard Matthews frozen poultry lines are up 5% year on year [Kantar Worldpanel 52 w/e 24 April 2016].

Growth had been mainly driven by an increase in shoppers buying into the Bernard Matthews brand, said Zimmermann, and ­followed an extensive revamp for the range last year, including the rollout of new packaging.