Birds Eye, the king of the frozen Pea, heralds new range of meat-free meal solutions

New range of meat-free products leverages Birds Eye heritage in Peas to offer families high levels of pea protein and low levels of saturated fat

Plant-based meal occasions have grown by +37%[1], with non-vegetarians accounting for most of that growth

Birds Eye’s Green Cuisine range is suitable for Vegans and includes burgers, sausages and Swedish-style meatballs that recreate the taste and texture of meat

£4.2m media investment will generate awareness of the launch to drive category growth

Birds Eye is leveraging its heritage in peas and its market-leading position in frozen food to help retailers capitalise on the continued growth of meat-free products. Marking the brand’s debut in meat-free products that include pea protein, the ‘Green Cuisine’ range contains three variants that recreate popular dinnertime staples to offer an excellent taste and texture similar to meat products. The Green Cuisine range offers healthy alternatives that contain high levels of pea protein, low levels of saturated fat and present a good source of fibre.

With parents among those driving the demand for meat-free products, and plant-based meal occasions growing by +37%1, the Green Cuisine range gives them an appealing option for mid-week meals that the whole family is likely to enjoy. The familiar taste and texture will appeal to consumers of all ages, while the low levels of saturated fat and high levels of protein mean that the range suits shoppers looking for healthy mealtime options.

Despite the exceptional growth of people opting for vegan diets, 92% of plant-based meals are eaten by non-vegans[2]. Today over 4.83 Billion evening meals are consumed with no meat, this represents almost 30% of all evening meals.[3] Birds Eye’s Green Cuisine range will capitalise on the popularity of flexitarian diets and people’s desire to eat more meat-free products by offering shoppers a tasty, healthy alternative from a brand they know and trust.

Steve Challouma, Marketing Director at Birds Eye, said: “This is a major strategic launch into an increasingly important and fast growing segment within the plant based foods space. Birds Eye, as leader in the overall frozen food market with broad consumer appeal is well positioned to play a key role in driving the further acceleration of the segment, as it moves further into the mainstream, with a unique and natural proposition that builds on our well-known heritage in peas.

“We have successfully been able to recreate the taste and texture of popular meat products, helping families reduce their meat consumption through healthy options without compromising on flavour. Retailers have a huge opportunity to meet the growing consumer demand for meat-free products; the Birds Eye Green Cuisine range helps them to do that with the backing of a trusted brand.”

Birds Eye’s Green Cuisine range includes; Meat-Free Burgers, Meat-Free Sausages, and Meat-Free Swedish Meatballs. All variants are available in grocery from 21st March. The range will be supported by a significant multi-channel campaign in the second half of the year, along with a media investment of £4.2m in the first year after the launch.

[1] Kantar UK, December 2018

[2] Kantar Worldpanel December 2018, 52 w/e 7th December 2018

[3] Kantar Worldpanel December 2018, 52 w/e 7th December 2018.

Please note this refers to the number of meat-free evening meals that are had in GB. In 52 weeks, there has now been up to 4.83bn meat-free occasions, accounting for 28.9% of total evening meals.