The Black Farmer has made its first foray into turkey in a bid to make the meat a year-round protein choice.
The brand is set to launch a four-strong range of chilled breasts, breast steaks, leg mince breast mince and quick cook steaks into Ocado in the coming weeks (rsp: TBC).
The Black Farmer founder and MD Wilfred Emmanuel-Jones said the turkey category had been “degraded to be seen as a value product which is dominated by own label”.
“This is a good opportunity for a brand with premium credentials to go in and galvanise consumers to get behind the protein,” he added.
The launch will be supported by a social media campaign later in the year in which Emmanuel-Jones, The Black Farmer, will put himself forward as “the black Bernard Matthews”, he told The Grocer.
He said he grew up hearing about “Bernard Matthews and his beautiful turkeys”, a “real British icon”. “The Black Farmer is also a British icon, I would like to take his crown”.
The Black Farmer isn’t the only brand looking to give turkey a kick. Earlier this month Avara Foods launched a new ‘The Turkey Kitchen’ range.
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