Bernard Matthews Farms has confirmed that it has taken its Marco Pierre White range of turkey steaks and joints off UK shelves.
The UK poultry processor blamed a “lack of distribution” for the cancellation of Pierre White’s range, which was launched in January. The line was Bernard Matthews’ first co-branded product launch with the TV chef into the ready-to-cook fresh turkey market.
The final distribution of products was delivered to retailers on 24 June.
However, Bernard Matthews said it will continue to work with the Michelin-starred chef in future campaigns.
“We have gained some useful learnings from the Marco’s line and are currently evaluating and developing new products with Marco Pierre White, with a view to launch in 2012,” a spokesperson for Bernard Matthews said today (22 August).
“Our objective to double fresh turkey consumption by 2020 remains strong and we continue to progress this through the launch of our new campaign, Lean on Turkey, which Marco is also part of,” the spokesperson added.