Bernard Matthews, the meat products brand, has appointed former Allied Bakeries commercial chief Bart Dalla Mura as commercial director. He took over the role last week.
The appointment comes as marketing director Andy Watts leaves to join cosmetics company Avon. It is unclear if Watts will be replaced. Dalla Mura will oversee marketing while a decision is made.
It is understood that the meat manufacturer is gearing up to reposition Bernard Matthews as a healthier brand. It is also thought that it will be looking to launch products lower in fat and salt, to support the changes.
Last year, Bernard Matthews’ Turkey Twizzlers bore the brunt of celebrity chef Jamie Oliver’s campaign to improve school dinners, and this is understood to have prompted the move to healthier products.
The company has already carried out a review of its £7m media planning and buying account ahead of its relaunch. It appointed Initiative in November following a competitive pitch. Bernard Matthews handles its creative in-house and is famed for its 1980s advertising, featuring the term "bootiful" for its turkey roast product.
Dalla Mura left Allied earlier this year after six years with the company. He has also worked at Spiller, now known as Nestlé, and Unilever.