THE UNTAPPED POWER OF PLANT-BASED

In 2021 the plant-based category was performing strongly, making it a challenge for new players to cut-through in the media and on shelf. Coupled with lingering perceptions concerning the nutritional capabilities of meat-free products, a dramatic intervention was needed. With more brands competing in this space, Birds Eye needed to emphasise the benefits of both the plant-based category and the Green Cuisine range.

In 2021 Birds Eye Green Cuisine smashed misconceptions to make plant-based food more mainstream. Focusing on the Power Of Plants Birds Eye took on the challenge of making the category accessible to. An obstacle was overcoming a purchase barrier and common misperception, that many consumers didn’t consider meat free products to fulfil daily nutritional requirements especially when it came to protein.

The answer? Partnering with Team GB to demonstrate to shoppers that ‘if it’s good enough for an Olympic athlete, it’s good enough for me’. Breaking down boundaries of what is traditionally seen as what an athlete needs to succeed, the team delivered...