Yummy roll-out gathers pace

16 March, 2007
Page 8 
Turkey specialist Bernard Matthews says it has received a high level of interest from high street and takeaway retailers as it prepares to roll out its new Yummy food-to-go brand.
The range, including sandwiches, salads, smoothies and snacks, was launched in 70 Superdrug stores last November and rolled out to 297 stores in February.Speaking at CRS, food-to-go category director Harvey Crabtree told British Baker that the range was a step change for Bernard Matthews, enabling it to target a new audience of consumers with a high-quality brand.He said: "Food-to-go fixtures across all sectors of the marketplace are often not the clearest in the world. You get a confusion of brands and messages from a plethora of operators, which quickly leads to confusion. We offer a clear solution with mass market appeal, price points to match and fun brand values."The range will complement Bernard Matthews' existing and more traditional sandwich range, launched in 2000 and available in petrol forecourts and other outlets. The Yummy range will be introduced in other out-of-home, high-traffic outlets later this year. Bread for the new range is supplied by Jacksons and Bagels by Maple Leaf.



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