Bernard Matthewsis seeking to re-invent itself as a healthier brand in an attempt to claw back tens of millions of pounds in lost trade after being demonised by the middle classes for its unhealthy Turkey Twizzlers and being spurned by other customers following an outbreak of bird flu on its Norfolk farms.

Eighteen months after Britain’s biggest turkey producer lost 2m customers virtually overnight after discovering bird flu on one of its farms, Bernard Matthews is back with a £3m advertising budget and a new range of cooked meats and frozen foods.