Asda, Lidl and Morrisons have confirmed stocking non-UK branded turkeys this Christmas due to a supply crunch caused by a worsening avian flu outbreak. With pressures mounting on domestic producers, retailers are turning to mainland Europe to ensure availability, marking what sources in the sector have called an “unprecedented” move.
The UK is currently experiencing a sharp rise in avian flu cases, with over 70 outbreaks recorded in under three months, almost equalling the total for the entire 2024-2025 season. This has forced poultry farmers to cull hundreds of thousands of birds and implement strict biosecurity controls, putting additional pressure on an already seasonal supply chain.
British Shelves See EU-Sourced Turkey as Retailers Respond to Falling Supply
Major retailers, including Asda, Lidl, and Morrisons, have begun importing branded turkeys from mainland Europe to offset supply shortages ahead of Christmas. According to industry insiders quoted by The Guardian, the move was necessary to “protect availability” during a period of peak demand.
While all three chains continue to offer own-label turkeys sourced entirely from the UK, some branded frozen or speciality birds now originate from EU countries. Morrisons, for instance, is selling Bernard Matthews turkeys imported from Poland, while Asda has introduced a Cherrywood-branded turkey crown from continental Europe. Lidl confirmed that a small portion of its Gressingham-branded frozen range also comes from the EU.
Retailers such as Sainsbury’s, Tesco, Marks & Spencer, and the Co-op maintain that all their fresh and frozen turkey offerings are British-sourced. Matt Hood, Managing Director of the Co-op, said the retailer is “proud to be selling 100% British turkeys” and stressed the importance of supporting UK farmers, especially when demand is concentrated around a single time of year.
Although importing turkey during the festive period is not unheard of, multiple sources have noted that full reliance on EU-sourced branded options is a response to exceptional circumstances. According to the British Poultry Council, this year has been particularly difficult for UK poultry farms, with avian flu severely impacting the scale and consistency of production.
Avian Flu Drives Culls and Housing Orders as Supply Chain Braces
The UK poultry sector is experiencing a “bad season” of avian influenza, with 70 confirmed cases already reported across the country, mostly in England, since the start of October. This figure nearly matches the 81 cases reported over the previous 12-month cycle, according to the British Poultry Council.
To contain the outbreaks, strict housing orders have been enforced. Since 6 November, all birdkeepers in England with flocks over 50 have been required to house their birds indoors. Similar measures were rolled out in Wales on 13 November. The goal is to reduce exposure to infected wild birds, which are contributing to the spread.
An estimated 300,000 birds, or just over 5% of the UK’s Christmas poultry flock, have been culled so far this season, including turkeys, ducks and chickens. While the outbreak is not expected to create widespread shortages for consumers, smaller and independent retailers may face tighter supply and higher costs.
Will Raw, chair of the National Farmers’ Union poultry board, noted that lessons learned from previous years helped implement biosecurity protocols earlier. “We had housing measures in place a lot sooner,” he said, adding that collaboration with the government has aimed to prevent significant disruption. Despite the difficulties, Raw urged consumers to continue looking for British-sourced poultry. “What we produce is to the highest standards possible – the welfare and care of the birds is at the forefront of what we do,” he said.
British poultry remains the backbone of festive meals, but the current outbreak highlights how vulnerable seasonal supply chains are to external shocks. For now, the appearance of European turkeys in UK stores remains the exception—not the rule.
