Bernard Matthews has seen celebrity chef Jamie Oliver point the finger at the high-fat, high-salt product, which has been banned in many Scottish schools after it was found to breach healthy eating guidelines.
Scolarest and Sodexho, which provide catering services in schools across the country, has also moved to ban the product.
Bernard Matthews has reacted by promoting its low-fat low-salt Twizzlers, which launched in the UK in January, to caterers and the education authorities.
The firm wants to promote 'choice' between its products, some of which have won slimming awards, Bernard Matthews said in a statement to PRWeek.
The company's retained PR agency Field McNally Leathes declined to comment on the Twizzlers issue and referred PRWeek to its client, which declined to comment over and above releasing a statement.
Bernard Matthews is planning further PR activity after the C4 series ends next week - but details are yet to be finalised.
Twizzlers are made of 34 per cent turkey - the rest is pork fat, additives, preservatives, water, rusk and flavourings.
The firm claims that because it is a branded product, Twizzlers are a soft target.