Turkey processor Bernard Matthews has added another premium range to its sliced cooked meats portfolio as part of its brand refreshment activity announced earlier this year.

The Rotisserie range will be available in three pre-packed variants: roast turkey, roast chicken and roast ham. The meat is rotated as it's cooked, creating a self-basting effect to deliver added flavour. A 120g pack will cost £1.99.

"The cooked meats category is increasingly demanding more flavoursome options," said category director Julia Guy. "We have identified an opportunity for major growth within the pre-packed premium sector - a market worth more than £1.5bn - and are confident the new range will be key in driving more premium and versatile products into the category, moving away from the traditional view of such products as sandwich fillers."

Bernard Matthews has also been working on introducing consistent packaging designs for its full range of products. Packaging across the range now also features front-of-pack nutrition labelling, which combines the rival GDA and traffic-light systems.

"We have been planning the improvements for a while because as a company we feel we have been a bit off pace to date," said marketing director Matt Pullen.

"This new range is a key component of the brand refresh strategy to deliver new product development that better meets consumers needs and continues our commitment to bringing great tasting, healthier and more premium products to market."

Last year the company repositioned its Deli range with four new flavours and gave its thick-cuts and traditionally prepared Carvery Cuts range a new look.

The cooked meat sector grew 4.2% last year to £1.66bn, driven by the premium sector [TNS 52 w/e 31 December 2006].

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