FrozenFoodsBiz BUZZ

Green Cuisine On-Pack Promotion Offers Chance to “Go for the Gold”

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Birds Eye Green Cuisine in the United Kingdom has kicked off an on-pack promotion offering daily family sports prizes as part of its partnership with Team GB ahead of the Paris 2024 Olympic Games. Running for 196 days, it will feature across five products, including Green Cuisine Veg Fingers, Fishless Fingers and Chickenless Dippers. All entrants will also be entered into a grand prize draw to win a trip for two to the Paris to attend the Olympics, including travel, accommodation and tickets to see a live event.

In 2023, Birds Eye Green Cuisine announced its official partnership with Team GB, supporting the athletes for a second time.  As well as the on-pack promotion, Green Cuisine will have a three-part digital content series that will provide insight into the lifestyles of British Olympians, helping to educate shoppers on the nutritional benefits of plant-based and how Team GB members fuel their bodies ahead of the Paris Olympic Games. Max Whitlock, three-time Gold Olympic medallist, is now Green Cuisine’s brand ambassador and will help bring its messages to life.

“We wanted to kick start the new year by giving back to consumers and putting into practice our mission of making plant-based products accessible to all,” said Victoria Westwood, UK & IRE marketing cluster lead at Green Cuisine. “We know that consumers still want to reduce their meat consumption, with between 40-50% of people trialling a meat substitute over the last year, so we are looking for ways to entice consumers to buy into the category further.”

She added: “Through this on-pack promotion, we wanted to offer shoppers more value and provide a real incentive for them to re-engage with the meat-free category. Research has shown that 54% of low-income parents either plan to or have already cut back on the number of sports clubs they send their children to. We want to be the helping hand that allows parents and children to not only eat nutritionally, but be able to get active together.”

The on-pack promotion will be available from January to August 2024, across all major retailers in the UK. To enter, consumers need to buy a product part of the promotion and go online for their chance to win. Proof of purchase is required to claim prizes, which include seasonal experience day vouchers within Britain and a chance to have a go at Olympic sports such as archery, kayaking, golf, cycling, shooting, sports climbing and board sports.

About Green Cuisine

Green Cuisine is Europe’s fastest growing frozen plant-based brand and is available across 14 markets. Launched in the United Kingdom as part of Birds Eye Ltd in 2019, its portfolio, including Meat-free Burgers and Vegetable-packed Veggie Fingers, offers consumers meal choices that are versatile and easy to cook.