Green Cuisine has leveraged Birds Eye’s heritage in peas to offer families high levels of pea protein with minimal saturated fat in the frozen plant-based sector.
Pea protein is a rising ingredient in the plant-based sector, with the market’s worth expected to rise to a staggering £144m by 2025. The introduction of Green Cuisine in the UK followed the successful launch of Pease, a range of pea-protein products sold under the Findus brand in Sweden, Norway, Finland and Denmark.
Pease is a ground-breaking innovation as the first texturized pea-protein, offering multiple benefits, such as the inclusion of iron and being made up of almost 80% protein.
Birds Eye has a long heritage in pea production and a market-leading position in frozen food. Consumers trust the brand to deliver quality products and, by recreating mealtime classics using pea protein and other plant-based ingredients, the brand has successfully made the meat-free frozen fixture more accessible and inviting to families.
Last year, Green Cuisine more than quadrupled its value in the UK to £11.3m and figures show it has now passed the £16m mark, achieving just over 8% market share in plant-based frozen.
Green Cuisine launched chicken-free dippers last August, followed by chicken-free grills and burgers in May and its fishless fingers earlier this summer. Over the summer Green Cuisine has also featured in a high-profile tie-up with Team GB, as the official plant-based supporter of Team GB.
As plant-based consumption accelerates from food trend to food revolution, Green Cuisine has leveraged its pea heritage and sustained its innovation to build its range, while its link with Team GB underlines that plant-based food delivers energy.
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