Birds Eye has invested GBP2m in a multi-channel advertising and marketing push in the UK in a bid to boost consumers’ interest in its Green Cuisine brand of plant-based meat alternatives, writes Marketing Week.
The Green Cuisine lineup currently includes three types of products: burgers, sausages and meatballs, all which contain no meat whatsoever. The range is positioned to offer healthy alternatives which contain high levels of pea protein, minimal saturated fat and are a good source of fiber.
Consumer interest in plant-based meat substitutes is on the rise, as more and more people switch to a vegetarian or vegan diet. Birds Eye sees a clear opportunity here, and according to the company’s Marketing Director Steve Challouma who was cited by the report, the firm plans to expand the range with more meat-free and vegetarian products in the near future.
However, the meat alternative segment has gotten quite crowded in recent time. There are established brands such as Quorn and Linda McCartney, as well as newcomers like Beyond Meat, Strong Roots and others looking to grab market share.
Bearing this in mind, Birds Eye hopes that its recently introduced television commercial will help differentiate its Green Cuisine brand from the competition.