Bernard Matthews has confirmed it is switching many of its popular children's products from turkey to chicken, following consumer taste tests that showed a preference for chicken. The Norfolk-based company's turkey drummers, dinosaurs, unicorns and twizzlers will now be made with chicken, with only the frozen Hamwich remaining unchanged.
The decision also comes amid concerns over turkey supply due to avian influenza in the UK, and the company says using chicken will have sustainability benefits. A spokesperson said: “Kids will still be able to play with their food with dinosaurs and unicorns still on the menu, but, through a series of taste-tests consumers have told us they prefer chicken.”
Fans had noticed items missing from supermarket shelves, with one parent posting on Reddit's ParentingUK forum: “I've been unable to find Bernard Matthews Turkey Dinosaurs for a while now… I thought I'd email Bernard Matthews direct to get an answer. They didn't say why they are making this change, but looks safe to say it's a permanent change.”
The company, founded by Bernard Matthews in 1950, has over 50 farms across Norfolk, Suffolk and Lincolnshire. It was bought by Ranjit Singh Boparan in 2016 in a deal valued at around £87.5 million, protecting 2,000 jobs. The change will be kept under review, and the firm may reintroduce turkey to the range at a later date.
