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Birds Eye Green Cuisine Partners with Team GB Ahead of ’24 Olympic Games

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The Birds Eye Green Cuisine frozen food brand has become an Official Partner of Team GB ahead of the Paris 2024 Olympic Games, supporting the team for a second time, as it continues its mission to make plant-based foods accessible to retail shoppers.

Following its previous partnership in 2020, the collaboration will see Green Cuisine help to educate consumers in Britain on the health and nutritional benefits of plant-based food as well as supporting Team GB’s drive for environmental sustainability. As part of this collaboration, the brand will work alongside athletes to raise awareness of how including plant-based products in one’s diet can help the health of both humans and the planet.

The partnership will also build upon Birds Eye Green Cuisine’s “Welcome to the Plant Age” campaign, which saw the brand empower kids to challenge people to think again about how accessible flexitarian diets can be. Spearheading the partnership will be a new education program for children, which will also educate parents and teachers on how to incorporate plant-based options into everyday meals. Green Cuisine will be directing its attention at primary schools around the United Kingdom through Team GB and Paralympics GB’s youth engagement program “Get Set,” after a Birds Eye Green Paper Report showed that 34% of children have asked an adult if they could eat a meal that doesn’t include any meat.

Originally created as the official education program for London 2012, ‘“Get Set” currently offers a wide array of free, cross-curricular resources and activities for schools and community groups across the nation. Team GB and Green Cuisine have now joined forces to launch “Get Set to Go Green,” a new always-on activation program designed to empower children aged 7-11 to explore sustainability and advocate green, healthy habits. It aims to reach over 25,000 primary school teachers during 2023 and 2024, providing them with 18 downloadable ideas, including videos full of “Get Curious” activities and “Go Green” challenges to support them with lesson content.

Victoria Westwood, UK & IRE Marketing Cluster Lead at Green Cuisine, commented: “We are proud to be an Official Partner of Team GB again – continuing our mission to make plant-based foods accessible to all. Team GB athletes perform to the highest standards possible, and we want consumers to recognize, through this partnership, how the nutritional value of plant-based foods can help them perform to their highest standards in their day-to-day lives as well. This partnership offers us a golden opportunity to highlight the benefits of a flexitarian lifestyle for the good of ourselves and the planet, and allows us to go one step further and deliver a united sustainability strategy.”

She added: “Green Cuisine is now in its fourth year and worth £17.3 million. With plant-based consumption set to explode to five times its current size over the next 15 years, we are committed to helping consumers and retail partners recognize the benefits of the category and educate them on its relevance and the role it has to play in the health of both the planet and ourselves.”