New Drummer for tough times

Bernard Matthews Farms is hoping to cash in on the credit crunch with a new addition to its top-selling family favourite. The company said the tough economic conditions were leading to a resurgence in frozen food and, in particular, frozen breaded poultry.



BM said it was looking to capitalise on this category growth with the launch of a Southern Fried flavour variant of its top-selling Golden Drummers.

Kate Drew, Bernard Matthews Farms senior brand manager, said: “Southern Fried is the second most popular flavour variant in frozen breaded products, worth over £40m, and one that consumers are very familiar with.

“With the launch of Southern Fried Drummers, we’re confident we have a winning combination and we believe the new variant will add incremental sales to our hugely popular original Golden Drummers.”

Now coming up to its 25th anniversary, Golden Drummers is the UK’s original frozen breaded turkey product, still selling over 9 million packs a year. BM said it remains the fifth best-selling frozen breaded poultry product and is outperforming the market at 36% year-on-year growth in value.

The 340g pack of six Southern Fried Drummers is available now, priced £1.79.