Bernard Matthews' brand value drops
Updated on 12 October 2008
Turkey farmer Bernard Matthews' brand value plunged by £20 million in 2008, a report said.
The Norwich-based poultry producer dropped 38 places to 98 in an annual chart of the top 100 grocery brands in the UK.
The annual table compiled by Intangible Business, an independent brand valuation consultancy, analyses factors including sales data, market share, projected growth, consumer awareness, longevity and customer loyalty.
The winners and losers of this year's survey are being examined even more carefully in the light of the recent economic downturn with the contents of a supermarket trolley offering insight into how hard a recession has hit consumers.
But the market analysts' report blamed bird flu and not bankers for the Bernard Matthews brand's woes.
It said: "After the recent disastrous bird flu and health scares surrounding Bernard Matthews it is perhaps no surprise that its brand would be affected negatively."
Bernard Matthews' woes started three years ago when TV chef Jamie Oliver singled out its Turkey Twizzlers for criticism in his campaign to feed children better food.
However, a new lower-fat recipe helped the brand bounce back with a sales boost.
In February 2007 a Bernard Matthews turkey farm in Suffolk was struck by the H5N1 strain of avian-influenza and thousands of birds died.
It was better news for American brand Coca-Cola which once again topped the annual chart of the 100 top food and drink brands in Britain.
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