A popular turkey treat quietly vanished from shops only five years after making a comeback. Turkey Twizzlers were a long-time staple of school dinners across the land after launching for the first time in the 90s.
The corkscrew-shaped-formed meat product were previously removed from school dinner menus in 2005 in response to Jamie Oliver’s high profile Feed Me Better campaign to improve the nutritional value of meals kids are served up. The chef and resauranteur singled out the product for containing just 34% meat at the time, and they became a synoymous with his campaign.
School meals contractors dropped Turkey Twizzlers from menus soon after.
And not long after that, Bernard Matthews, the brand behind the product, discontinued them.
The firm brought brought them back in 2020 with a healthier version containing double the amount of turkey, following an online petition calling it to return.
They marked the relaunch with a huge Twizzler statue outside Bernard Matthews Foods’ HQ in Norfolk.
It was hailed by the firm at the time as the “comeback of the century”, The Sun reported.
But the company has since confirmed that it has been axed one again, with little prospect of it making a second comeback any time soon.
Bernard Matthews told The Sun: “Unfortunately, the Turkey Twizzler range has been discontinued and we have no plans to bring these back.
“The manufacturing site was closed back in March 2024, so the product sadly had to be discontinued thereafter.”