Bernard Matthews is hoping to tempt more shoppers to try turkey with new buttermilk-coated breast fillets.
Launched in Sainsbury’s chilled aisles last week, the Buttermilk Coated Turkey Breast Fillet Cuts are made from 100% British turkey (rsp: £3/340g).
Buttermilk has been championed by celebrity chefs and pop-up restaurants as a fried chicken coating, and Bernard Matthews said the flavour should attract shoppers “who may previously have lacked interest” in turkey.
The new product would also capitalise on growing demand for whole muscle cuts of turkey, claimed Rachel Copley, marketing director for Bernard Matthews.
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