“As the fastest growing meat-free brand, we have a relentless ambition to demonstrate the delicious power of plants, dispelling any lingering misconceptions around the meat-free category.”

Birds Eye has been announced as the ‘Official Plant-Based Supporter of Team GB’, at the rescheduled Tokyo 2020 Olympic Games.

The move will see packs sport a new union flag look ahead of the Games, which kick-off on 23rd July 2021 after being rescheduled due to the ongoing Covid-19 pandemic.

The collaboration will also help Birds Eye’s Green Cuisine brand push meat-free alternatives into the mainstream as it starts publicizing the tie-in with a new commercial tag added to TV adverts it is currently running as part of a wider campaign.

In addition, the frozen food giant will launch a detailed marketing campaign incorporating in-store activations, on-pack promotions, and social media activity with Team GB athletes.

‘Power of plants’

Sarah Koppens, the Marketing Director of Birds Eye UK said: “We are so proud to become the official plant-based partner to power Team GB. As the fastest growing meat-free brand, we have a relentless ambition to demonstrate the delicious power of plants, dispelling any lingering misconceptions around the meat-free category.

“We conducted a quick-fire Facebook poll with a group of past and present Team GB athletes and over two-thirds said they’ve actively reduced their meat consumption over the past three years. We look forward to bringing some of their stories to life throughout our campaign.”

Plant-based boom

Tim Ellerton, the Commercial Director of the British Olympic Association commented: “This is an exciting partnership in a really interesting area, not just in our athlete community but on a wider national scale as meat-free and plant-based diets become increasingly popular,” Tim Ellerton, Commercial Director, the BOA said.

“The team at Birds Eye have some very exciting activation plans in the coming months and we’re proud to support them in bringing those plans to life with the help of a variety of Team GB athletes.”

Birds Eye- Green Cuisine line

In 2019, the Nomad Foods-owned brand launched its Green Cuisine line using pea protein-based vegan meat to roll out frozen meat-free versions of Birds Eye’s family favourites, such as Chicken-Free Dippers, as well as a slew of other options including Veggie Fingers and Veggie Burgers.

Since its launch, the green cuisine brand has “established itself” in the meat-free frozen category.

According to Nielsen’s report, it is now worth £17.5m in the UK  and with the market’s worth of pea protein expected to rise to a staggering £144m by 2025, the company is poised for extensive growth.

• Read: Team USA athletes demand Olympic Committee stop ‘unhealthy’ dairy promotion

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Mohsina Dodhiya

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