Frozen food brand Birds Eye has launched their new Veggie Bowl range, in response to the growing demand for meat-free ready meals. Birds Eye is expecting the market for vegetarian ready meals to be worth £25m soon, and is getting in on the trend.
Their new range includes four flavours, some of which are suitable for vegans; however, some are only labelled as suitable for vegetarians. Flavours include: Asian Sweet & Sour Noodles with Edamame Beans and Bamboo Shoots, Moroccan Tagine with Chickpeas and Grilled Aubergine, Thai Curry with Chickpeas and Sweet Potato and Super Green Italian Risotto with Lentils and Grilled Courgette.
The range will be made available from all mainstream UK supermarkets, including Tesco, Sainsbury’s, Asda, Morrisons, and more. Each of the bowls contains two of your five-a-day, and up to 19g of plant-based protein per serving.
Alessandro Solazzi, marketing manager at Birds Eye spoke to The Grocer about the increase in consumers looking to have meat-free ready meals “for ways to reduce the amount of meat in their diet due to health concerns.”
Solazzi said about the new Veggie Bowls being “a really convenient way to help consumers increase their daily intake of vegetables, especially when they feel the lack the time to prepare a healthy and balanced meal. The added benefit of course, their frozen nature, which means freshness and nutritional benefits are locked in.”
The new Veggie Bowls are expected to retail at £2.89 each.