The Turkey Kitchen is on a mission to make the turkey fixture a year-round destination for shoppers. Launching this month, the brand from Avara Foods will newly appear on-shelf in Sainsbury’s, Asda and Morrisons. The range is positioned to tap into a millennial shopper base, with the demographic currently representing the fastest growing group spend in the all year-round turkey market, as they opt for different sources of protein to support a healthy lifestyle.
Drawing inspiration from around the world, The Turkey Kitchen range will include three brand new products: Thai Style Cakes, Turkey Katsu and Cajun Turkey Strips. What’s more, the addition of specially paired serving sauces makes for flavoursome turkey products that differentiate themselves from those currently in the category.
Intended to be cooked and served alongside other meal components, the three new products are produced using the finest British farmed turkey and designed to hit the mark for consumers looking to reduce their red meat intake.
Commenting on the new launch Chris Hall, chief commercial officer at Avara Foods, said: “The Turkey Kitchen brand has been created based on shopper and category insights to give consumers a chance to change their perceptions about turkey by giving them a clear reason why they should buy into the category. The Turkey Kitchen’s unique point of difference is intended to bring life to a fixture in need of year-round appeal.”
Hall continued: “We know what shoppers are looking for, and our new range will hit the mark for those hunting for flavour rich, fuss-free dinners. While the turkey fixture has long been recognised solely for its seasonal appeal, we are offering retailers a way to tap into protein hungry, health conscious millennials with a new range that draws on exotic flavours and changes perceptions about the taste of turkey.”