Birds Eye’s Green Cuisine partners with Team GB for Paris 2024 Olympics

Birds Eye Green Cuisine has become an Official Partner of Team GB ahead of the Paris 2024 Olympic Games for a second time.

Following the success of their previous partnership in 2020, the brand will work alongside Team GB athletes to raise awareness of how including plant-based products in the diet can improve the health of humans and planet.

The partnership will also build upon Birds Eye Green Cuisine’s "Welcome to the Plant Age" campaign, which saw the brand empower kids to challenge people to think again about how accessible flexitarian diets can be. Spearheading the partnership will be a new education programme for children, which will also educate parents and teachers on how easy, tasty and nutritious it can be to incorporate plant-based options into everyday meals. Green Cuisine will be directing its attention at primary schools around the country through Team GB and Paralympics GB’s youth engagement programme "Get Set", after a Birds Eye Green Paper Report showed that over a third (34 per cent) of children have asked an adult if they could eat a meal that doesn’t include any meat .

“We are proud to be an Official Partner of Team GB again – continuing our mission to make plant-based foods accessible to all," said Victoria Westwood, UK & IRE Marketing Cluster Lead at Green Cuisine.

“Green Cuisine is now in its fourth year and worth £17.3m. With plant-based consumption set to explode to five times its current size over the next 15 years , we are committed to helping consumers and retail partners recognise the benefits of the category and educate them on its relevance and the role it has to play in the health of both the planet and ourselves.”

Green Cuisine has successfully drawn increasing numbers of shoppers to the growing category, with 8.6 per cent of the total UK population having bought our products in the last year . As the UK’s top-selling frozen food company , Birds Eye is excited to be investing behind the brand and has firmly established Green Cuisine as a top choice in the plant-based sector.