The termination of the range of turkey steaks and joints is a blow to Bernard Matthews and to White, who surprised many when he decided to tie up with the turkey product producers.
of White in a bid to enhance the appeal of turkeys throughout the year.
The range consisted of six products – two ready-to-cook joints with stuffing, priced at £6, and four turkey steaks with a crust, which were sold at £3.49.
The products, which were listed in supermarkets including Sainsbury's, were pulled due to poor sales.
Bernard Matthews is also ditching its "change your meat, not your menu" campaign, in favour of the new "lean on turkey" activity.
Bernard Matthews will, however, continue to work with White, a brand ambassador for the company.
It is thought that White, whose other food endorsements include Unilever's Knorr brand, will be central to Bernard Matthew's "lean on turkey" campaign.
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