Skip to content
Search
AI Powered
Latest Stories

Birds Eye Green Cuisine becomes official supporter of Team GB

Birds Eye Green Cuisine becomes official supporter of Team GB

Birds Eye is has become an official supporter of Team GB ahead of the Tokyo 2020 Olympic Games, which are set to kick-off on Friday 23rd July.

The collaboration will see Birds Eye’s Green Cuisine brand become the official plant-based supporter of Team GB, continuing the brand’s efforts to make eating meat-free more mainstream and promoting the power of plants.


With under four months until the start of Tokyo 2020, the collaboration will see Birds Eye launch a new TVC tag as part of a detailed marketing campaign, which will incorporate in-store activations, on-pack promotions and social media activity with Team GB athletes.

“We are so proud to become the official plant-based partner to power Team GB," said Sarah Koppens, Birds Eye UK Marketing Director. "As the fastest-growing frozen 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.”

British Olympic Association Commercial Director, Tim Ellerton, said: “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. 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.”

The Birds Eye Green Cuisine range is now worth £17.5m in the UK. The portfolio consists of frozen meat-free versions of Birds Eye’s family favourites, such as Chicken-Free Dippers, as well as a range of visible veg products such as Veggie Fingers and Veggie Burgers.

Pea protein is a rising star in the plant-based sector, with the market’s worth expected to rise to a staggering £144m by 2025. Offering multiple benefits – such as the inclusion of iron and being made up of almost 80 per cent protein – demonstrates why it’s so sought-after by consumers.

Birds Eye has a long heritage in pea production and a market-leading position in frozen food. Consumers trust the brand to deliver quality products, and by recreating mealtime classics using pea protein and other plant-based ingredients, the brand has successfully made the meat-free frozen fixture more accessible and inviting to families.

More for you

royal warrant

Diageo brands granted five Royal Warrants to the King

Diageo said five Royal Warrants of Appointment to His Majesty the King have been granted to its brands for the supply of spirits and wines to the Royal Household.

These Royal Warrants are granted to: Justerini & Brooks as Wine & Spirits Merchants, John Walker & Sons (Johnnie Walker) and Royal Lochnagar for Scotch Whiskies, Tanqueray Gordon & Company (Tanqueray and Gordon’s) as Gin Distillers, and The Pimm’s Company.

Keep ReadingShow less
hancocks Loughborough 3

Hancocks unveils 2025 Valentine’s Day launches


Leading confectionery wholesaler Hancocks has revealed their 2025 Valentine’s Day confectionery collection.

Keep ReadingShow less
Rockstar energises multibuy with new “2 FOR £2” PMP

Rockstar energises multibuy with new “2 FOR £2” PMP

To offer better value to shoppers and to help retailers encourage basket spend, Rockstar Energy is launching a new price-marked pack (PMP) proposition across its range. Available from the new year, Rockstar’s “£2 for £2” PMP aims to provide greater value for shoppers, particularly appealing to frequent energy drink buyers.

Stimulant energy drinks are growing by 5.8 per cent year on year and are adding the most value (£50.3m) to convenience. PMPs play a key role in communicating value to consumers, with 51 per cent of shoppers feeling reassured that they are not being overcharged when purchasing PMPs. Rockstar Energy is well-positioned to support the convenience channel. The new multibuy PMP aims to boost sales and drive basket spend by offering energy drink customers greater value across popular Rockstar flavours.

Keep ReadingShow less
KP Nuts aims at bullseye with Luke Littler partnership

KP Nuts aims at bullseye with Luke Littler partnership

KP Nuts has partnered with darts sensation Luke Littler, marking a bold move to unite the fans’ favourite snack with this festive season’s most electrifying sportsman.

The collaboration brings together two icons – Luke, a trailblazer in the world of darts, and KP Nuts, the perfect snack for any sporting or social occasion. With Luke “The Nuke” Littler continuing to grow as a global phenomenon, the partnership is part of KP Nuts’ strategy to drive awareness and unlock opportunities within the on-trade and convenience and impulse sectors during the festive season and beyond.

Keep ReadingShow less
Wall’s Pastry announces charity partnership with Action Against Hunger

Wall’s Pastry announces charity partnership with Action Against Hunger

Leading sausage roll brand Wall’s Pastry has announced a new charity partnership with Action Against Hunger, pledging to donate 5p from every pack sold of its 10x55g sausage rolls.

Funds raised through the initiative will support Action Against Hunger’s work to tackle hunger in areas of high poverty across the UK.

Keep ReadingShow less