Turkey producer launches rebrand

There was an outbreak of bird flu on one of its farms in January

Norfolk turkey producer Bernard Matthews has begun a rebranding exercise the firm hopes will restore its fortunes.

Bernard Matthews says all its turkey products will now be made with British turkey from its own farms.

The company saw a fall in sales after some of its products were criticised as unhealthy, and there was a bird flu outbreak on one of its Suffolk farms.

From now on, consumers will see the name Bernard Matthews Farms on labels.

Sales dropped 9.5 % and there was a £9.6m loss in profits for Bernard Matthews last year.

'Grim period'

It came after TV chef Jamie Oliver had singled out the company's Turkey Twizzlers for criticism in a series about healthier eating for children and an outbreak of bird flu was discovered on its farm in Holton in January.

Simon Middleton, from Turton Middleton advertising agency in Norwich, said: "It's been a very grim period.

"They really needed to go almost back to basics and review what Bernard Matthews stood for, because that essentially is what a brand is about - and it looks, on the surface, as if they've done that."

The company is also creating a range of products, called "Big Green Tick", which have no artificial colours and flavours and has lower levels of saturated fats and salt.

It is also changing the company logo.