Green Cuisine Targets Flexitarian and Meat-free Consumers

greencuisineFeltham, England-headquartered Nomad Foods on March 22 launched Green Cuisine, a range of meat-free products under the Birds Eye brand in the United Kingdom. Birds Eye is leveraging its heritage in peas and its market-leading position in the British retail frozen food sector to cater to expanding demand for meat-free products.

Marking the brand’s debut in meat-free products that include pea protein, Green Cuisine is positioned to offer healthy alternatives that contain high levels of pea protein, minimal saturated fat, and are a good source of fiber.

The range contains three meat-free variants –burgers, sausages and Swedish-style meatballs – that offer taste and texture similar to meat products. Green Cuisine selections are available at retailers throughout the United Kingdom and will be supported by a significant multi-channel marketing campaign.

peaseThe rollout in the United Kingdom follows Nomad Foods’ successful debut of Pease, a range of pea-protein products sold under the Findus label in Sweden, Norway, Finland and Denmark. Launched in both retail and foodservice channels in 2018, Pease is regarded as a groundbreaking innovation as the first texturized pea-protein in the Nordics market. The offering was recently nominated for the “Foodservice Product of the Year” award in Sweden.

“We are excited by the strategic expansion of our portfolio into plant protein, an increasingly important and fast-growing category,” said Nomad Foods CEO Stéfan Descheemaeker. “As the UK’s market leader in frozen food and with incredible heritage in peas, Birds Eye is well positioned to accelerate growth in the plant protein category through the launch of Green Cuisine. These launches are a testament to the development of our R&D capabilities and the exciting opportunity to expand our portfolio along emerging macro trends, notably health & wellness, convenience and sustainability.”