Birds Eye is relaunching its meat-free Green Cuisine brand with the announcement of a new advertising campaign that goes live today and sets out to reappraise and challenge consumers’ eating habits. The new ‘Welcome to the Plant Age’ campaign worth £4.4m reveals a distinctive new identity for the brand with the introduction of new animated characters and is Green Cuisine’s biggest 360 campaign to date including TV ads, new packaging, instore support, PR and OOH advertising.

The alternative protein market is forecast to become 11% of the overall protein market by 2035[1] but many consumers feel that the category isn’t relevant for them for any one of a variety of reasons.  Green Cuisine’s new ‘Welcome to the Plant Age’ campaign challenges consumers’ beliefs about plant-based diets and encourages them to reassess their current eating habits with the help of the Birds Eye Green Cuisine range.

The new brand identity builds on the success and insights of Birds Eye Green Cuisine’s award-winning[2] 2021 support of Team GB at the 2020 Tokyo Olympics when the brand demonstrated to consumers that meat-free, and Green Cuisine, is truly for everyone.

Birds Eye’s Green Cuisine range is well placed to help motivate consumers to embrace the Plant Based category and fuel category growth, by providing meat-free versions of some of the nation’s most popular dinner time staples.  The Green Cuisine range includes chicken-free dippers, meat-free burgers and fishless fingers as well as delicious veg-packed options, including our popular veggie fingers. With 6.6% of the total UK population having bought Birds Eye Green Cuisine products in the last year[3], the new campaign launches at a time of continued growth for the brand, with value sales +2.9% vs. YA[4] and continued growth of market share over the last 4-, 12- and 52-week times periods[5].

Elle Barker, Marketing Director on Green Cuisine, says – “Our new brand platform plays off the insight that choosing plant-based foods can sometimes feel like a compromise, even though there are so many benefits to including more meat alternatives within our diets.  Our vision is to make a flexitarian diet accessible to all and with the help of new animated characters who challenge the way we think, Green Cuisine can demonstrate just how easy, delicious, and nutritious it can be to incorporate plant-based options into everyday meals.”

The new campaign launches in the UK across TV and digital today, with the new packaging, PR and out-of-home rolling out from August onwards. A new website celebrating the brand’s new identity can be found at www.green-cuisine.com.

[1] US department of Agriculture, Euromonitor, UBS, ING, Good food institute, expert interviews, Blue Horizon and BCO analysis

[2] Winner of Campaign of the Year 2021 at The Marketing Society Awards

[3] Kantar Worldpanel penetration 52w/e 12^th June 2022

[4] Nielsen Scantrack, Total coverage, total meat-free, value sales, L52wks w/e 18^th June 2022

[5] Nielsen Scantrack, Total coverage, total meat-free, value share, L4,12,52wks w/e 18^th June 2022