British frozen food brand Birds Eye has announced the launch of its debut vegan meat range. The brand currently makes frozen fish, chicken and meat-based ready meals, as well as selling frozen vegetables.
The new range is called Green Cuisine, with meatballs, sausages and plant-based burger patties available. The main ingredients used to make the products are wheat, soya and pea protein.
Steve Challouma, marketing director at Birds Eye said: “This is a major strategic launch into an increasingly important and fast-growing segment within the plant-based foods space.
“We have successfully been able to recreate the taste and texture of popular meat products, helping families reduce their meat consumption through healthy options without compromising on flavour.”
Birds Eye’s new launch comes in line with their involvement with the Veg Power initiative, encouraging children to eat more vegetables. 80 per cent of children don’t eat enough vegetables, and childhood obesity is a problem in the UK.
The Eat Them to Defeat Them TV advertising campaign, made by Veg Power, has been shown on national television to encourage children to eat more fresh vegetables.
Birds Eye’s new vegan-friendly range is available from Tesco and Asda stores.