U.K. Food Company On Board Thunderbirds Are Go


LONDON: ITV Studios Global Entertainment (ITVS GE) has inked a deal that sees British food company Bernard Matthews join the licensee roster for the boys’ action series Thunderbirds Are Go.

The agreement represents Bernard Matthews’s first-ever licensed range. The company is launching a Thunderbirds Are Go turkey-shaped pack in Asda stores this month. Other retailers will follow suit shortly. The range marks the first frozen goods product for Thunderbirds Are Go, expanding the brand’s presence in the FMCG category.

Trudi Hayward, the senior VP and head of global merchandise at ITVS GE, commented, “We’re delighted to be partnering with Bernard Matthews and significantly boosting Thunderbirds Are Go’s FMCG offering. Bernard Matthews is a trusted and family-favorite brand and the fact [that] they have selected Thunderbirds Are Go as their first-ever license is testament to the brand’s popularity and commercial appeal. We’re looking forward to seeing the iconic Thunderbirds vehicles becoming a teatime treat for families across the U.K.”

Katherine Hall, assistant brand manager at Bernard Matthews, said, “We are extremely excited to be working with ITV to launch our first licensed product in our frozen children’s range of breaded turkey products. The iconic and recognizable vehicles in Thunderbirds Are Go are ideal shapes to create into delicious turkey products, and to make mealtimes more fun. We believe the huge popularity of Thunderbirds Are Go married with our decades of expertise in producing tasty shaped products, is the perfect combination for success.”