Green Cuisine brand relaunch

© Birds Eye

Marketing & Media

Birds Eye Relaunches Green Cuisine Brand With £4.4M Ad Campaign

Frozen foods giant Birds Eye is relaunching its meat-free Green Cuisine brand in the UK, with new packaging and a £4.4 million ad campaign. The rebrand takes place as Birds Eye reports a 2.9% increase in Green Cuisine sales compared to the same time last year, with 6.6% of Brits having bought the brand in this time period. Titled Welcome to the Plant Age, the campaign features cartoon kids encouraging viewers to make more sustainable choices. It includes TV ads and in-store promotions, as well as PR and OOH advertising. The brand will also roll out new, brightly coloured packaging next month. Green Cuisine’s success in Europe & UK Initially launching back in 2019 with a £2 million TV ad campaign, Green Cuisine now offers …


Battered fishless fillets

© Birds Eye

Meat- and Fish Alternatives

Birds Eye Launches Green Cuisine Battered Fishless Fillets in the UK

Frozen food brand Birds Eye has added Battered Fishless Fillets to its plant-based Green Cuisine range in the UK. The launch follows the success of the brand’s first alt-fish product, Fishless Fingers, which achieved £630,000 in sales in its first year. Inspired by Birds Eye’s popular conventional battered fish fillet, the new product is made with rice protein for a flaky texture. It is a source of protein and omega-3 fatty acids, and is coated in the same batter used for the traditional fillet. Birds’ Eye says the popularity of its Fishless Fingers has helped it increase household penetration from 9.1% to 9.8%, and the company believes there is much more potential for expansion in the alt-fish category. The Battered Fishless Fillets are now available …


iglo pea grinder


Products & Launches

Iglo Germany Introduces Vegan Baked Fish and Kids Chick*n Dinos to Green Cuisine Range

From May, iglo / Birds Eye’s plant-based Green Cuisine product line will see two new offerings in Germany: vegan “Oven Baking Fish” and “Chicken” Dinos for children. The Green Cuisine, which first launched in Germany in January 2020, covers several European markets and offers affordable supermarket options for plant-based and flexitarian consumers. The line is also popular in the UK where it was launched with a £2 million ad campaign in 2019 and where the line was supplemented last year with three new plant-based chicken SKUs. The oven baked fish consists of rice and wheat proteins and is labelled with Nutri-Score B. The most recent plant-based fish product launch follows the success of the brand’s plant-based fish fingers, a vegan version of the hugely popular …