Cooked meats brand Bernard Matthews has been relaunched with a new corporate look, new product range and the biggest investment in the brand since the 1980s.

Best-selling wafer thin turkey ham now comes in a 125g pack with a rrp of 89p, and marinade chicken products, available in three flavours – chargrilled chicken, tikka and southern fried – now come in a new 100g pack.

Bernard Matthews has also introduced colour-coding on packaging in a bid to make it easier for consumers to shop the fixture. Turkey ham packs are colour-coded dark blue, pork ham is light blue, turkey is green, and chicken is red.

A £10m marketing campaign for the next 12 months includes TV advertising and women’s press activity.

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