Birds Eye offers shoppers the chance to ‘Go for Gold’ with meatless on-pack promotion

Birds Eye Green Cuisine is kicking off the new year with an on-pack promotion offering daily family sports prizes up for grabs, as part of its partnership with Team GB ahead of the Paris 2024 Olympic Games. Running for 196 days, the promotion will feature across the brand’s five hero 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 2024 Olympics, including travel, accommodation and tickets to see a live event.

Last year, Birds Eye Green Cuisine announced its official partnership with Team GB, supporting the team for a second time for the 2024 Olympic Games. 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 Olympians 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 per cent 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.”

“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 child 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. By partnering with Max Whitlock and Team GB, we want to move the conversation around plant-based to show it is a nutritious and power-packed meat-alternative, that can fuel consumers’ daily lives.”

“Plant -based consumption is set to explode to five times its current size over the next 15 years and we remain committed to helping consumers, and retail partners, recognize the benefits of meat-free and continue to help educate them on the role it has to play in the health of both the planet and ourselves.”

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 the prize. The sports prizes consist of seasonal experience day vouchers within the UK including chance to have a go at Olympic sports such as Archery, Kayaking, Golf, Cycling, Shooting, Sports Climbing and Board Sports.

Full prize list:

Total Prizes to be won: 196 x £200 Seasonal Experience Day Vouchers within the UK (including the chance to have a go at Olympic sports such as Archery, Kayaking, Golf, Cycling, Shooting, Sports Climbing and Board Sports).

In addition to the daily prize draw all entries get entered into a grand prize draw to win a trip to Paris. The Final Draw Prize: A trip to Paris for two (value to a minimum of £3,000). Prize to include economy Eurostar return travel from London St Pancras to Paris Gare du Nord for two, a bronze hospitality package to a Paris 2024 Olympic event for two (such event to be chosen by the Promoter in its sole discretion), one night’s accommodation for two in a 4* hotel and £500 spending money. (Arrival: 27 July, 2024, Return: 28 July, 2024)

This on pack competition will run across five hero lines:

Green Cuisine Veg Fingers 284g

Green Cuisine Fishless Fingers 336g

Green Cuisine Chickenless Strips 210g

Green Cuisine Chickenless Dippers 220g

Green Cuisine Meat free Burger 200g

Visit for Ts & Cs: www.green-cuisine.com/TeamGBWinSportPrizes