British turkey producer Bernard Matthews will relaunch the brand with a new identity in the next few months, as the company aims to reposition itself for growth.
 

The repositioning growth plan has three key components - focusing on British turkey farming and production in East Anglia; making products that meet the needs of consumers today; and promoting British agriculture. 

The new brand identity is "Bernard Matthews Farms" will allow the company to reconnect with its farming origins and reflect its capability as a business that delivers from farm-to-fork. The new labelling will show the company's focus in turkey farming and will be rolled out across all packaging and incorporated into the company's headquarters, operations in Norfolk and Suffolk, as well as on the company's transport fleet.

Also, Bernard Matthews plan to make all of its turkey products with only British turkeys from its farms across East Anglia, and to increase its free-range turkey product range to meet a growing consumer demand.

Bernard Matthews, headquartered in Norwich, has 56 farms throughout Norfolk, Suffolk and Lincolnshire. The company produces and markets turkey and other meat products.