The Turkey Twizzler is back. Some 15 years after owner Bernard Matthews dropped the brand and product amid a backlash over unhealthy school meals led by chef Jamie Oliver, it made a high-profile return last week.
The move came about after an online petition to resurrect the product garnered nearly 30,000 signatures - almost double its original goal. Seeing the demand, Bernard Matthews then spend 15 months creating a plan for its return, starting with research into whether there really was demand for the brand and from who.
Bernard Matthews marketing director David Leigh, explains: “The first thing we looked at it why the brand wasn’t selling anymore to begin with. Then we had to ascertain that that was something we could get over and move past and ask, 'is the brand big enough to sustain that and move forward?'.
“It wasn’t just a piece of research we did on Turkey Twizzlers, it was on Bernard Matthews as a whole and then it was on food and brand concepts," he adds.
The company wanted to analyse UK consumers to see who still remembered Bernard Matthews and Turkey Twizzlers after so long away. Once the marketing team had done this, it analysed the market as a whole to see if there would be still be demand for Turkey Twizzlers after a decade and a half away.