+ 44 (0) 1400 283090
A recent poll by the UK’s leading frozen food brand, and authority on all things peas, revealed over a third (38.7 per cent) of households don’t use frozen peas for their intended use, contributing to an estimated 3.3 million packs being wasted in the UK each year*
Energy gels? Check. Electrolytes? Check. Birds Eye Peas to ice injuries? Delicious on your dinner plate, but something marathon runners can remove from their post-race recovery strategy.
As we head into marathon season, Birds Eye is urging athletes to stop using frozen peas on their injuries, in a bid to help stop food waste. The much-loved frozen food brand took to social to launch its mission, highlighting how wasteful using the veg is when treating Britain’s bumps and bruises.
Mike Sowerby, Marketing Director at Birds Eye UK&IE, shared the campaign on LinkedIn earlier this week: “Wishing all marathon runners the very best this weekend – but please think twice before you ice any pains with frozen peas 😉. Our farmers work really hard to bring our peas packed with nutrients and sweetness to your plate; they’re just too good to be used on your knees!”
This comes as research, conducted by Birds Eye, unveils over half (56.7 per cent) of Brits have used frozen peas to ice an injury at some point in the last year. The survey reveals that 21 per cent of these whip up a meal with the thawed out peas that day, and 52 per cent claim to pop them back in the freezer to be eaten at a later date. The survey also revealed that over 38 per cent admit to using peas for other purposes beyond nutrition, with 9.4 per cent keeping them for the sole purpose of icing injuries!
The results therefore indicate that a staggering estimate of 3.3 million packs of peas are being wasted in the UK each year by not being used for their intended purpose.
Stephanie Harding, Head of RDQ at Birds Eye UK&IE explains: “Freezing our peas within 2.5 hours of picking them helps to “lock in” their nutritional goodness**. It’s so important to keep the peas frozen until you’re ready to cook them to maintain their quality and freshness. Following our on-pack cooking instructions is the recommended way to use our peas.”
When surveying those who can’t bear to part with their peas why that is, 32.8 per cent claimed to re-freeze due to not wanting to waste their food. Meanwhile, 40 per cent see it as a waste of money to simply throw them away. It’s for these reasons Birds Eye is rallying for the public to stick to the trusty ice pack for their pains – with campaign slogan: “Peas are for plates, not pain”.
Mike Sowerby comments: “Our peas are high in protein and fibre, and a source of vitamin C – so are great as part of a balanced meal for marathon runners in prep for the big day. But when it comes to treating injuries after the fact, now that’s a different story.
“The effort and attention that goes into producing our peas is what really sets them apart. Our farmers are so proud of the care and attention that goes into bringing quality peas to your dinner table – we can’t let all that go to waste! That’s why we’re encouraging runners to think twice before they ice, and save peas for their plate, not their pain.”
For more information on Birds Eye Peas and the harvest process, please visit: https://www.birdseye.co.uk/our-brands/birds-eye-peas
*Research conducted by Birds Eye with Censuswide, April 2025; base n = 1000
** Vitamin C contributes to the normal function of the immune system. Enjoy your garden peas/petit pois as part of your varied, balanced diet and healthy lifestyle
Birds Eye recommends seeking professional medical advice for injuries
+ 44 (0) 1400 283090
