Leading British turkey food business, Bernard Matthews, has brought back its iconic Turkey Twizzlers with a new healthier and tastier recipe aimed at the children and younger adult mid-week meal occasion.

The re-launch of the new generation of Turkey Twizzlers comes after a fifteen year hiatus and includes two flavours, Original Tangy Tomato and new Chilli Cheese, both high in quality protein and low in calories.

The new pack design features bright, strong colours communicating the Twizzlers by Bernard Matthews logo in purple and the spiral product image against a backdrop of orange or yellow.  The front pack highlights key messages around the new improved recipe and a bold ‘they’re back’ statement, appealing to the previous generation of Turkey Twizzler lovers. The pack also features the traffic light food label to allow shoppers to easily review the nutritional breakdown which sees the Original favourite score green for saturated fats and sugar, whilst also being low in calories.

Comeback of the century: The return of the Turkey Twizzler
Comeback of the century: The return of the Turkey Twizzler

David Leigh, Marketing Director at Bernard Matthews, says: “We are very excited that the Turkey Twizzler is back and we are confident that it is here to stay. Our launch is set to bring real innovation to the frozen poultry category by combining fun and enjoyment with a protein-packed lean turkey product that is delicious and fun to eat. The premium packaging will stand out in the freezer cabinet and the range will appeal to children and adults alike.”

The revival of the Turkey Twizzler has focused on the new recipe which is true to the original flavour while improving its nutritional content to ensure it can be enjoyed as part of a balanced diet.

“Passion for the Turkey Twizzler has not waned over the intervening years and recently a petition to bring it back garnered nearly 30,000 signatures,” explains David Leigh. “We knew that the spiral shape delighted our huge fan base and we made it our mission to relaunch the brand with all its favourite characteristics but a vastly improved nutritional offer. Twizzlers can be cooked from frozen in 16-18 minutes providing families and young adults with a delicious protein element straight from the freezer with absolutely no waste.”

The Turkey Twizzler is made from 100% turkey meat and it uses natural flavourings with no additives. The famous spiral shape, which was a happy accident at its first inception, is created through a special machine invested in by Bernard Matthews to meet the anticipated demand. The product is being listed by all major supermarkets from August 20 starting in Iceland stores.

Marketing support will drive awareness of the return of the Turkey Twizzlers with the theme ‘The Comeback of the Century’ which will be communicated through PR and social media. The brand will also be promoted in-store with point of sale materials and price promotions to drive people to the frozen fixture.

“We are bringing back a famous brand that we believe will drive incremental sales in the frozen aisle with the quality credentials to keep consumers coming back for more as it delivers a delicious and healthier protein packed turkey choice for loyal and new Twizzler fans.”

More information about Turkey Twizzlers and recipe inspiration are available at www.bernardmatthews.com. The Turkey Twizzlers come in packs of 8 with an RRP of £3.00.