Nomad Foods’ Birds Eye brand marketers have extended the Green Cuisine line in the United Kingdom with meat-free mixes made for consumers to conveniently recreate restaurant-quality meals at home. Bolognese, Mexican-style ‘Fajita’ and Chilli Con Carne flavors are offered, each combining a pea protein-based meat substitute with vegetables and sauces. The summer rollout is supported by a £2 million multi-channel media campaign.
“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,” said Anne-Marie Gayer, senior brand manager.
She continued: “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.”
Green Cuisine has firmly established itself within the meat-free frozen category. The brand drove 40% of category growth in Britain during “Veganuary 2020,” which was the biggest month ever for meat-free frozen products as sales increased by £16 million and volume rose 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.