AVARA FOODS has launched a new brand of added-value turkey products into supermarkets.

The year-round offering will be called The Turkey Kitchen, and will appear on shelves in Sainsbury’s, Asda and Morrison’s.

See also: Europe’s grain harvest revised down

The new range is aimed at millennials, according to the company, the fastest-growing demographic for the consumption of year-round turkey.

Four new products will sit under the branding; Thai Style Cakes, Turkey Katsu and Cajun Turkey Strips.

The products will be paired with serving sauces that will make for “flavoursome turkey products that differentiate themselves from those currently in the category”.

‘Shopper insights’

Chris Hall, chief commercial officer at Avara Foods said: “The Turkey Kitchen brand has been created based on shopper and category insights to give consumers a chance to change their perceptions about turkey by giving them a clear reason why they should buy into the category.

“The Turkey Kitchen’s unique point of difference is intended to bring life to a fixture in need of year-round appeal.

“We know what shoppers are looking for, and our new range will hit the mark for those hunting for flavour rich, fuss-free dinners.

“While the turkey fixture has long been recognised solely for its seasonal appeal, we are offering retailers a way to tap into protein hungry, health-conscious millennials with a new range that draws on exotic flavours and changes perceptions about the taste of turkey.”