Nomad Foods is launching a new range of meat-free products called Green Cuisine under the Birds Eye brand in the UK, as a reaction to the rising preference of flexitarian and plant-based diets among consumers.
The Green Cuisine lineup includes three options – burgers, sausages and Swedish meatballs – all which contain pea protein, minimal saturated fat and a good amount of fiber.
“We are excited by the strategic expansion of our portfolio into plant protein, an increasingly important and fast-growing category. As the UK’s market leader in frozen food and with incredible heritage in peas, Birds Eye is well positioned to accelerate growth in the plant protein category through the launch of Green Cuisine. During the past fix months, Nomad Foods has introduced a unique, differentiated, and multi-regional plant protein portfolio though the launches of Pease and Green Cuisine,” said Stefan Descheemaeker, chief executive office at Nomad Foods.
The new additions to Green Cuisine have already hit retailers in the UK. According to Nomad Foods, the launch will be supported by a significant multi-channel marketing campaign.
On top of that, Birds Eye has just announced a new potato snack. Called Mini Rainbow Waffles the product will become available for purchase from Iceland come April 8 for only GBP2 (limited time option) and on Ocado for deliveries starting now.
The waffles come in four colors and they are made from potatoes mixed with beetroot (dark red), garden pea (green) and sweet potato (orange). The yellow waffles in the mix contain only potatoes. The meal accompaniment can be either grilled or oven cooked and is low in fat content.
