Green Cuisine chicken-free

Source: Birds Eye

The Crispy Grills, Southern Fried Grills and Burgers are all wheat protein-based

Birds Eye has emphasised Green Cuisine’s focus on meat-free chicken alternatives with the addition of three new products to its range.

Made using wheat protein, the NPD includes Crispy Grills (170g), Southern Fried Grills (180g) and Burgers (200g), with the Southern Fried SKU having already hit Tesco stores and the other two products set to appear in frozen aisles across the big four over the next week (all rsp: £2).

The frozen giant said it had made the move after data showed 31% of Green Cuisine’s total value sales came from the chicken-free range it launched last year [Nielsen MAT 52 w/e 27 March 2021] and that the products had helped boost its penetration to 8.7% [Kantar MAT 52 w/e 18 April 2021].

It added that the new trio had been designed to emulate Birds Eye’s most popular chicken products so that meat-free swaps would be easier for shoppers seeking to lower their meat intake.

“This extension of the Green Cuisine chicken-free range will continue to play off recognisable formats that shoppers already enjoy, but that are powered by plant protein,” said Birds Eye marketing manager Jess Ali.

“By recreating mealtime classics using plant power, these new additions to our Green Cuisine range will continue to help shoppers to add meat substitutes to their plates, showing them that plant-based meals can be just as tasty and convenient.”

The launch comes after Green Cuisine became the official plant-based supporter of Team GB last month ahead of this summer’s delayed Tokyo Olympics.

The brand has grown in value to £17.5m since its launch two years ago [Nielsen 52 w/e 27 February 2021].

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