Bernard Matthews Farms launches Southern Fried Drummers

During tough economic conditions frozen food, in particular frozen breaded poultry, is seeing a resurgence as it offers great value to the consumer.

Bernard Matthews Farms is aiming to capitalise on the frozen food category growth with the launch of a Southern Fried flavour variant of its top selling Golden Drummers, known as Southern Fried 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 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.”

Golden Drummers is the UK’s original frozen breaded turkey product, still selling over 9m packs a year. It remains the fifth best selling frozen breaded poultry product.

The 340g pack of six Southern Fried Drummers is now available and is made with 100% British turkey, containing no artificial flavours, colours or preservatives.