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April 14, 2008

UK: Bernard Matthews launches kids “lunchbox” range

UK turkey producer Bernard Matthews is adding to its cooked meat products with the launch of Packed Munch, a range designed to target the children’s lunchbox sector.

UK turkey producer Bernard Matthews is adding to its cooked meat products with the launch of Packed Munch, a range designed to target the children’s lunchbox sector.

The range, which includes turkey products with omega-3 and calcium, is being launched to grow a “declining children’s sliced meat sector”, the company said.

“Other categories have shown how the kids opportunity can be developed to add incremental growth and I believe we can do the same by adding functionality to cooked meats, especially with omega-3, which has now become mainstream,” said marketing controller Gerard O’Mahony.

The Packed Munch range, which is available this month, consists of Turkey Breast Slices with Calcium, Turkey Ham Slices with omega-3 and Turkey Breast Slices with omega-3. 

Two of the three products are made from 100% breast meat and range extensions are planned for later in the year.

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