Birds Eye launches improved ‘Cumberland-style’ meat-free sausages

Birds Eye is revamping its Green Cuisine Meat-Free Sausages to create a new meat-free Cumberland-style sausage. The new sausage will dial up the sausage’s taste credentials and savoury notes, it will also have a new casing, creating a firmer bite and locking in the juiciness of the sausage. The new-look sausage will be accompanied by updated recyclable packaging and will be available across all channels later this month.

Shoppers are continuing to look for plant-based alternatives of their favourite foods, with the alternative protein market forecast to become 11 per cent of the overall protein market by 2035 . Birds Eye’s Green Cuisine range has helped to fuel category growth, providing meat-free versions of some of the nation’s most popular dinner time staples. With 9.6 per cent of the total UK population having bought Birds Eye Green Cuisine products this year (penetration) , the Birds Eye Green Cuisine range has seen strong growth of +31.3 per cent YA, which equates to tremendous growth of over 300 per cent compared to 2019 sales.

“At Birds Eye, we are always looking for ways to enhance our offering to ensure we are delivering products that shoppers keep coming back to," said Victoria Westwood, Senior Brand Manager Birds Eye Green Cuisine. "That’s why we’ve invested in improving the quality and taste of one of our original Green Cuisine SKUs. The new and improved Cumberland-style sausages are the tastiest we’ve created to date – this isn’t just our opinion either; consumers agree, with testing revealing that the new recipe has much higher preference scores with consumers than the original version of the sausage.

The new Green Cuisine Cumberland-Style Sausages will soon be rolling out to grocery, convenience, wholesale and foodservice channels. The product has an RRP of £2.50.