Bernard Matthews Carvery Cuts get a contemporary edge

Bernard Matthews has relaunched its premium Carvery Cuts range with a new pack design.

Carvery Cuts is a range of thick-cut meats including Oven Baked Country Ham, Honey Roast Country Ham and Butter Basted Norfolk Turkey Breast.

The cooked meats category is worth nearly £2b and currently 90% of UK households buy cooked meats. Although the market is large and well established, Bernard Matthews believes there are opportunities for further growth, particularly in the pre-pack premium sector. The pack redesign aims to refresh the look of the Carvery Cuts brand and give it more contemporary appeal.

Julia Guy, Bernard Matthews category director, said: "Consumers are increasingly concerned about the provenance of their food and are demanding more than just cheap prices. They want premium cooked meats to look and taste as though they have been sliced off the joint at home. Our Carvery Cuts meats use only natural cuts of meat from selected farms and they are ideal for sandwiches and salads, where the quality of the meat is essential. The new pack design updates the Carvery Cuts brand while maintaining its premium positioning. It also highlights the Bernard Matthews' heritage, traditional recipes and great taste."