Avara Foods has launched a new fresh turkey brand, in the latest attempt to make the meat a year-round protein.
Products under The Turkey Kitchen brand started rolling out into Asda, Morrisons and Sainsbury’s last week.
Drawing inspiration from around the world, the range includes three initial products: Thai Style Cakes, Turkey Katsu and Cajun Turkey Strips (rsp: £3.75 each).
The products also contained “specially paired” serving sauces designed to offer “flavoursome turkey products that differentiate themselves from those currently in the category”, Avara said.
Intended to be cooked and served alongside other meal components, the products were made using British farmed turkey and were designed to appeal to consumers looking to reduce their red meat intake.
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They were also positioned to tap into the millennial shopper base – with the demographic currently representing the fastest-growing group spend in the all year-round turkey market – as shoppers opted for different sources of protein to support a healthy lifestyle, the poultry giant said.
“The brand has been created based on shopper and category insights to give consumers a chance to change their perceptions about turkey by giving them a clear reason why they should buy into the category,” said Chris Hall, chief commercial officer at Avara Foods.
“We know what shoppers are looking for, and our new range will hit the mark for those hunting for flavour rich, fuss-free dinners,” he added. “While the turkey fixture has long been recognised solely for its seasonal appeal, we are offering retailers a way to tap into protein-hungry, health-conscious millennials with a new range that draws on exotic flavours and changes perceptions about the taste of turkey.”
The move to drive more sales of turkey follows news earlier this month that Avara was planning to close its duck division and exit that category altogether.
The processor said “external market conditions”, exacerbated by the coronavirus lockdown, had driven down profits at the business – acquired in 2015 – and put the operation under “immense pressure”.
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