We’re proud to have been named Poultry Retailer of the Year at the 2017 British Poultry Awards. It’s the fifth time in six years that we’ve won the award – previously known as the British Turkey Awards.

Three of our poultry dishes also caught the eye of judges: our Butchers Selection Turkey Burgers with Chilli were named Best Fresh Turkey Product; our Butchers Selection Roast in the bag Beer BBQ Chicken was highly commended in the Best Fresh Chicken Product category; and our Extra Special Whole Duck (pictured below) was also highly commended in the Best Fresh Duck Product category.

The awards are organised by the British Poultry Council and voted for by a panel of chefs, journalists and poultry experts, who reviewed hundreds of shortlisted products. The judges praised our "large selection of British Poultry products and oven ready dishes".

Alice Wainwright, our fresh poultry buying manager, said: "The awards highlight how we're getting behind British produce. The whole of our Butcher's Selection poultry range is British.”

The award means we can feature the British Poultry Supermarket of the Year logo on our poultry for the next 12 months.

Alice says colleagues across the team are always looking out for innovation and trends.

"We take a great interest in the product development, which involves inspiration trips to different restaurants and markets to see what’s out there, before speaking to our suppliers about trends and products we'd like to see in our range," she said. "We then have panels where we see the products, refine them and pick the ones we think customers will like the best.“

It was this approach that led to the beer BBQ chicken. We saw this flavour becoming available in restaurants, and roast in the bag was a great new innovation for Asda for the summer, helping customers create a delicious meal with a minimum of fuss.

She said: "We've done quite a lot of innovation on turkey over the last few years, for instance, focusing on the fact it's a versatile meat and quite healthy. Our turkey burgers are selling really well as a healthier alternative to beef burgers and we also sell sweet chilli turkey sausages which are great too."