‘Our aim is to make meat-free eating easy and show that frozen meat-free can be just as tasty and convenient’

Birds Eye has announced a range of pea protein based vegan chicken products launching in the UK next month.

The new products will be part of the brand’s Green Cuisine line and include  Chicken-free Dippers, Nuggets, and Southern-Fried Strips.

The meat-free market continues to soar propelled by the current pandemic situation, which has raised major concerns on the implications of eating meat on health, animals and environment.

According to Neilsen’s market analysis, the  plant-meat sector as a whole has grown 20.5% in value over the past year, surging to 32.5% over the lockdown period.

Birds Eye hopes to target this growing number of vegan and flexitarian eaters, as well as the more health-conscious consumers with its new Green Cuisine product additions “that recreate the taste and texture of our iconic chicken products, but which is entirely plant-based.”

Tasty and convenient plant-based treats

“Birds Eye has a long-established heritage in producing great-tasting chicken products. As a trusted, established brand, we’re well placed to encourage shoppers to experiment with what the frozen plant-based category has to offer,” Anne-Marie Gayer, Senior Brand Manager at Birds Eye, said in a statement.

“We know shoppers are increasingly searching for new and exciting ways to enjoy meat-free meals.

“Our aim is to make meat-free eating easy. By recreating the most popular chicken in the category, we want to bring in new shoppers to the category and show that frozen meat-free can be just as tasty and convenient.”

The 3 vegan chicken products priced at an RRP of £2.50 are set to debut in Morrisons from September 7, before rolling out in Tesco, Sainsbury’s, and Asda.

• Read: Birds Eye launches its first vegan sausage roll in the UK

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Mohsina Dodhiya

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