- Birds Eye launches ‘Get Real’ Protein range with four globally inspired flavours – Mexican Chicken Burrito Bowl, Red Thai Chicken Curry, Indian Chicken Curry and Moroccan Chicken Rice Bowl.
- Each meal delivers an average of 34g of protein, at least two of your five-a-day per serving, and is ready in just seven minutes
- Get Real meets the needs of health-conscious shoppers and everyday exercisers, delivering nutrient-rich and convenient meals, that are REAL-y tasty
Birds Eye is launching an innovative set of high protein ready meals in a new range called ‘Get Real’. With an array of health benefits and world food-inspired flavours, ‘Get Real’ will offer a broader variety of options to attract health-conscious shoppers to the frozen aisle.
Adding a new dimension to its core range, the new protein-rich meals are a first for Birds Eye, designed to help retailers tap into the growing protein market and demand for functional nutrition – with 60% of shoppers now choosing products based on specific health benefits – an increase of 7% compared to last year[1].
Flavourful, balanced and packed with an average of 34g of protein, the ‘Get Real’ Protein range appeals to busy consumers looking for a nutritious meal solution that doesn’t compromise on taste. Made up of four products – Mexican Chicken Burrito Bowl, Red Thai Chicken Curry, Indian Chicken Curry and Moroccan Chicken Rice Bowl – ‘Get Real’ Protein bowls are full of delicious veggies, with each meal containing at least two of your five-a-day, as well as 8-11g of fibre, and great-tasting sauces expertly developed by the Birds Eye team.
Every ‘Get Real’ Protein bowl delivers a natural protein boost from real ingredients[2], with all four dishes packed full of protein-rich chickpeas. The chickpeas help to create the thick, creamy consistency of the sauce, complementing the lean chicken base and help to increase the overall protein profile of each meal. Protein plays a vital role in supporting muscle maintenance and growth, making these bowls especially beneficial for regular exercisers and those seeking functional nutrition. Alongside pulses, the bowls feature a variety of vegetables and rice, ensuring a balanced, tasty, and nutrient-rich meal.
The dishes are also packed with vitamins and minerals, designed to support bone health and energy[3], aligning with the needs of today’s wellness-focused consumer. With no artificial additives or preservatives, the ‘Get Real’ range reflects Birds Eye’s commitment to providing a nutritious, well balanced meal solution.
Furthermore, each bowl takes just seven minutes to cook in the microwave, tapping into the growing trend of convenience cooking which is dominating dinner occasions. Almost a quarter of shoppers (24%) will purchase a ready meal at least once a week, rising to more than onethird (34%) of Gen Z shoppers[4]. This is driving growth in the Frozen Ready Meals market in the UK, which is already worth £679M (+6% YOY) and is the fastest-growing segment in Savoury Frozen. [5]
Claire Sutton, Marketing Director at Birds Eye commented: “Birds Eye is proud to lead the way in championing frozen food in the UK as a modern, nutritious, and sustainable choice for everyday mealtimes. Our new ‘Get Real’ products are a great example of this, being high-quality, nutritious meals in an easy-to-cook format making it practical and beneficial for health-conscious consumers.”
Lauren Woodley, Head of Nutrition and Sensory Science at Nomad Foods adds “With one in five UK households choosing products that are high in protein[6], Birds Eye’s ‘Get Real Protein’ range provides high-protein meals which are also nutritionally dense and balanced; packed with vegetables and fibre. At Birds Eye, we prioritise combining simple, nutritious ingredients to optimise the taste and nutritional composition of our foods – and this new range is no exception – doing this ensures that our products deliver on both taste and health, empowering our consumers to eat well.”
Birds Eye’s ‘Get Real’ Protein range will be available from 22nd September with an MRSP of £3.75* in ASDA, Waitrose, and Sainsbury’s, with further retailers rolling out in 2026.
1 The Rise in Functional FMCG in the UK Report, published by Nielsen in March 2025
2 Get Real Protein Meals are high in protein
3 The Meals are High in Phosphorus, Phosphorus contributes to the maintenance of normal bones. High in Vitamin B3,Vitamin B3 contributes to a normal energy-yielding metabolism. Protein contributes to the maintenance & growth of muscle mass. The Meals contain between 10-11 vitamins & minerals (dependant on product).
4 YouGov Surveys, 18 October to 30 October 2024. GB n>2,000. Does not include ‘don’t know’. Target base: Nat Rep
5 NielsenIQ 52 weeks: w/c Aug 16, 2025
6 Kantar Nutrition Concern Questionnaire: “Do you try to choose any of the following characteristics from your food and drink?” % buyer 52 w/e 12 May 2024
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