- Birds Eye is expanding its Green Cuisine range with meat-free mixes for families to recreate their favourite meals
- Each mix combines a pea protein meat substitute with vegetables and tasty sauces, in three different flavours (Bolognese, Mexican-style ‘Fajita’, and Chilli Con Carne)
- The new launch will be supported by a £2m multi-channel campaign, and follows the successful entry of the brand in to the meat-free category in 2019
Birds Eye is building on the successful introduction of its meat-free range in 2019 with the launch of Green Cuisine Mixes – a combination of pea protein, vegetables and tasty sauces that help to make meat-free family meals easier. The new range provides families with versatile and convenient ways of creating meat-free meals for everyday dinnertime occasions, and will be supported by a £2m multi-channel campaign during the summer.
The expansion of the Green Cuisine line is expected to increase penetration of meat-free frozen products into households through the three convenient and flavoursome recipe mixes; Bolognese, Mexican-style ‘Fajita’, and Chilli Con Carne. Each mix gives shoppers the versatility to enjoy a wide variety of meals, with further meal inspiration included on the packaging’s reverse side. Requiring just the addition of a side of choice, the Green Cuisine Mixes contain all of the ingredients and sauce needed to recreate family favourites – such as lasagne or spaghetti Bolognese – with a meat-free twist.
Anne-Marie Gayer, Senior Brand Manager at Birds Eye, said: “Our Green Cuisine range has been received incredibly well since launching last year. Using Birds Eye’s position as a leader in the frozen food market and the brand’s mainstream appeal amongst families, we’ve helped attract new shoppers both to the brand as well as the meat-free frozen category.
“With the new Green Cuisine Mixes, we’re making meat-free meals even easier to prepare. We know 65% of consumers have eaten food containing meat substitutes, yet many shoppers find regularly creating meat-free meals a challenge, which can be a barrier to experimenting further with plant-based options. We’ve worked to create versatile mixes that that recreate the taste and textures of meals people already love, but in a meat-free way.”
Launched last year, Birds Eye’s Green Cuisine range has firmly established itself within the meat-free frozen category. The brand drove 40% of category growth during ‘Veganuary 2020’, the biggest month ever for meat-free frozen products, worth £16m and up +12%. The range’s success has also seen the brand expand into frozen bakery products, with Vegan Pies and meat-free sausage roll products launched last month.
Birds Eye’s Green Cuisine Mixes range includes; Mexican Style (Fajita), Chilli, and Bolognese. All variants are available now in Tesco.
 Mintel, 2020
 Kantar Data Latest 4 weeks to 26.01.20
 Nielsen Scantrack to 4 weeks to 28.01.20