by Birds Eye
Mar 29th, 2023
8 mins

Birds Eye Green Cuisine is proud to become an Official Partner of Team GB ahead of the Paris 2024 Olympic Games, supporting the team for a second time, as it continues its mission to make plant-based foods accessible to all.

Following the success of their previous partnership in 2020, the collaboration will see Green Cuisine help to educate the nation on the health and nutritional benefits of plant-based food as well as supporting Team GB’s drive for environmental sustainability. As part of this collaboration, the brand will work alongside Team GB athletes to raise awareness of how including plant-based products in your diet can help the health of both ourselves and the planet.

The partnership will also build upon Birds Eye Green Cuisine’s ‘Welcome to the Plant Age’ campaign, which saw the brand empower kids to challenge people to think again about how accessible flexitarian diets can be. Spearheading the partnership will be a new education programme for children, which will also educate parents and teachers on how easy, tasty and nutritious it can be to incorporate plant-based options into everyday meals. Green Cuisine will be directing its attention at primary schools around the country through Team GB and Paralympics GB’s youth engagement programme ‘Get Set’, after a Birds Eye Green Paper Report showed that over a third (34%) of children have asked an adult if they could eat a meal that doesn’t include any meat[1].

Originally created as the official education programme for London 2012, ‘Get Set’ now offers a broad programme of free, cross-curricular resources and activities for schools and community groups across the nation. Team GB and Green Cuisine have now joined forces to launch ‘Get Set to Go Green’, a new always-on activation programme designed to empower children aged 7-11 to explore sustainability and advocate green, healthy habits, particularly as 92% of the children from Green Cuisine’s report agreed that it’s everyone’s responsibility to look after the planet. ‘Get Set to Go Green’ aims to reach over 25,000 primary school teachers during 2023 and 2024, providing them with 18 downloadable ideas, including videos full of ‘Get Curious’ activities and ‘Go Green’ challenges to support them with lesson content.

Victoria Westwood, UK & IRE Marketing Cluster Lead at Green Cuisine, said “We are proud to be an Official Partner of Team GB again – continuing our mission to make plant-based foods accessible to all. Team GB athletes perform to the highest standards possible, and we want consumers to recognise, through this partnership, how the nutritional value of plant-based foods can help them perform to their highest standards in their day-to-day lives as well. This partnership offers us a golden opportunity to highlight the benefits of a flexitarian lifestyle for the good of ourselves and the planet, and allows us to go one step further and deliver a united sustainability strategy.”

“Green Cuisine is now in its fourth year and worth £17.3m. With plant-based consumption set to explode to five times its current size over the next 15 years[2], we are committed to helping consumers and retail partners recognise the benefits of the category and educate them on its relevance and the role it has to play in the health of both the planet and ourselves.”

Tim Ellerton, Commercial Director at Team GB, says “We are incredibly proud to continue working with Green Cuisine as we head towards Paris 2024. Environmental sustainability is a huge focus for us at Team GB, so working with Green Cuisine to bring to life our work in sustainability is a great step forward. We look forward to working together to showcase the environmental benefits of opting for plant-based foods, as well as empowering children to build green, healthy habits.”

Green Cuisine has successfully drawn increasing numbers of shoppers to the growing category, with 8.6% of the total UK population having bought our products in the last year[3]. As the UK’s top-selling frozen food company[4], Birds Eye is excited to be investing behind the brand and has firmly established Green Cuisine as a top choice in the plant-based sector.

[1] Birds Eye Green Cuisine Green Paper, based on a report of 1,000 children aged 6-12 and their parents

[2] Consumption of plant-based food projections in millions of tons

[3] Kantar Worldpanel 22nd Jan 2023

[4] Nielsen, total coverage, total defined frozen, value sales, MAT L52wks w/e 13.08.22


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