The panel of judges – which included The Grocer fresh foods editor Julia Glotz – also commended Asda for its consistently labelled packaging and appealing presentation, with strong on-pack provenance cues.
Asda also came out on top in the traditional Christmas bird category.
The Christmas premium category, meanwhile, was won by Jimmy Doherty’s Jimmy’s Farmers Range free-range rustic bronze turkey, with the best Christmas convenience gong going to his buddy Jamie Oliver for his My Tastiest Turkey Box.
Nicola Rye, chair of the British Turkey publicity and marketing committee, said British turkey consumption was growing, driven by great-quality products and strong support from retailers.
“These awards give recognition to all the hard work within the industry,” she added.
The British Turkey Awards to Asad are:
Retailer of the year - Asda
Best meal solution – Asda chilli turkey burgers
Best Christmas traditional product – Asda basted whole turkey