The beleaguered company has slimmed down its range of chilled breaded poultry products from 15 to eight variants, which include Breaded Escalopes, Sauce Topped Escalopes, Crispy Steaks and Goujons.
The brand will also add details of the products' origins to their labels, in line with a plan to put provenance at the heart of its strategy.
Earlier this year, Bernard Matthews announced that by August all the turkey it uses in its products will be 100% British.
'Our fresh added-value products have a loyal following,' said marketing director Matt Pullen. 'With this higher meat content, cleaner labelling and 100% British sourcing, we have brought them up to date.'
Pullen added that Bernard Matthews is developing several other products, which will launch later this year.
The company hit the headlines last February, when an outbreak of avian flu was discovered on its farm in Holton, Suffolk. It was accused of being slow to respond to earlier biosecurity warnings, and sales of its products dropped by 17% to £245m in the year to 22 April 2007, according to TNS Worldpanel.
Last November, chief executive Bart Dalla Mura, who joined the company in 2006 and became its public face during the bird flu crisis, made a sudden departure from the business.
According to the company, Bernard Matthews had 15.6% of the £154.1m breaded meat market for the week to 19 April. It is currently reviewing its £2.5m advertising account, handled by Blac.
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