A report has shown Bernard Matthews brands to have fallen in value by £20 million, and dropped 38 places in the annual top 100 UK grocery brands chart.
Now appearing in 98th place on the chart, which is compiled by independent brand valuers and is based on sales, market share, projected growth and customer loyalty, the company has been beset by problems in recent times.
Three years ago its Turkey Twizzlers product was the target of attack for healthy food campaigner and TV chef Jamie Oliver, and in early 2007 one of its farms was found to be infected with the H5N1 strain of bird flu.
“After bird flu and health scares it is perhaps no surprise Bernard Matthews brands would be affected negatively,” clarified consultants Intangible Business.
A spokesman for Bernard Matthews said: “The company has recently recently unveiled details of its business recovery plan and brand relaunch… Bernard Matthews Farms will focus on British turkey farming and production, making products that better meet the needs of today’s consumers and championing British agriculture.”