Asda has taken the crown of British Turkey Retailer of the Year at the annual British Turkey Awards once again.
The celebrated industry awards took place at the Sheraton Grand Park Lane hotel in front of 220 people, from retail buyers to manufacturers, farmers and foodservice personnel.

Asda was handed the Retailer of the Year trophy on stage by standup comedian and television actor Hugh Dennis, and Paul Kelly, chair of the British Turkey Federation. The judging panel were unanimous in their decision, favouring the excellent range of options including some innovative cuts and the clear labelling on the packaging which really ramps up the British provenance. Judge Tina Betts from the Healthy Food Guide magazine said: “Asda really seem to be listening to what their customers want. There are some nice added value items such as sweet chilli burgers for the bbq season. The fixture is very well sign-posted in store too so well done to them.”

Winners of the 13 categories were announced from over 160 entries, ranging from festive stuffed turkey parcels, to on-trend buttermilk coated turkey fillets and convenient bacon wrapped turkey paupiettes, perfect for a dinner parties.

Asda also fared well in three other categories during the awards ceremony – the Best Christmas Traditional Product, in which fresh or frozen white turkeys are entered, was won by Asda Fresh Whole Turkey for having the “best appearance, tastiest leg meat and moist texture”.

For its “strong depth of flavour, stunning golden skin and ease of carving”, judges chose Asda Extra Special Free Range British Corn Fed Bronze Turkey in the Best Christmas Premium category, agreeing they would be delighted to have this on the Christmas table.

They also took home the award for Best Ready-to-Eat with Asda Extra Special Butter Roast Turkey Breast. And the Best Christmas Convenience Product was awarded to Waitrose Christmas Turkey Breast Parcel with Pork, Gingerbread and Apricot Stuffing.. Judges were impressed by the stem ginger glaze and thought the flavour was way out in front overall. The judging panel comprised Tina Betts, Healthy Food Guide; Lee Maycock, Chairman Craft Guild of Chefs; Sheila Eggleston, Food & Drink Editor, Cost Sector Catering. Plus a consumer Janet Joy, who won her place on the panel; though a competition on She said: “It’s staggering really that there is so much available. There really is something for everyone which makes it easy for people like me to get what I want all year round!”.

Paul Kelly, Chair of the British Turkey Federation, said: “I would like to extend my congratulations to all the retailers, manufacturers and farmers who won an award.

Everyone in the industry knows we have to continually evolve and up our game to be the very best, and these results demonstrate just that. The retailers play a big part in supporting us so we thank them for that. A dedicated British Turkey Awards winner logo will be available for placing on packs and POS to show their consumers they really are buying the best of British.”

The evening also raised money for the children’s medical charity Sparks, and Dravet Syndrome UK.


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