Team GB is proud to welcome Birds Eye as an official supporter ahead of the Tokyo 2020 Olympic Games, which are set to inspire the nation when they kick-off on Friday 23rd July in 2021.
The collaboration will see Birds Eye’s Green Cuisine brand become the official plant-based supporter of Team GB, continuing the brand’s efforts to make meat-free more mainstream and promoting the power of plants.
With under four months until the start of Tokyo 2020, this exciting collaboration will see Birds Eye launch a new TVC tag as part of a detailed marketing campaign, which will incorporate in-store activations, on-pack promotions and social media activity with Team GB athletes.
British Olympic Association Commercial Director, Tim Ellerton, said: “This is an exciting partnership in a really interesting area, not just in our athlete community but on a wider national scale as meat-free and plant-based diets become increasingly popular.
“The team at Birds Eye have some very exciting activation plans in the coming months and we’re proud to support them in bringing those plans to life with the help of a variety of Team GB athletes.”
Sarah Koppens, Birds Eye UK Marketing Director, said: “We are so proud to become the official plant-based partner to power Team GB. As the fastest growing meat-free brand, we have a relentless ambition to demonstrate the delicious power of plants, dispelling any lingering misconceptions around the meat-free category.
“We conducted a quick-fire Facebook poll with a group of past and present Team GB athletes and over two-thirds said they’ve actively reduced their meat consumption over the past three years*. We look forward to bringing some of their stories to life throughout our campaign.”
The Birds Eye Green Cuisine range is now worth £17.5m** in the UK. The portfolio consists of frozen meat-free versions of Birds Eye’s family favourites, such as Chicken-Free Dippers, as well as a range of visible veg products such as Veggie Fingers and Veggie Burgers.
Pea protein is a rising star in the plant-based sector, with the market’s worth expected to rise to a staggering £144m by 2025***. Offering multiple benefits – such as the inclusion of iron and being made up of almost 80% protein – demonstrates why it’s so sought-after by consumers.
Birds Eye has a long heritage in pea production and a market-leading position in frozen food. Consumers trust the brand to deliver quality products, and by recreating mealtime classics using pea protein and other plant-based ingredients, the brand has successfully made the meat-free frozen fixture more accessible and inviting to families.
* Facebook poll with 56 Team GB Olympic Games athletes, past and present
** Nielsen, Total Coverage, w/e 27.02.21
*** Allied Market Research report, 2017
–ENDS–
For more information contact thomas.rowland@teamgb.com
About The BOA:
The British Olympic Association (BOA) is the National Olympic Committee for Great Britain and Northern Ireland. Its mission is to develop, promote and protect the Olympic Movement in our territory in accordance with the Olympic Charter. The BOA achieves this through:
- Working in partnership with our members and key stakeholders to deliver world-leading services and support to enable British athletes to reach their full potential at the Olympic Games, Olympic Winter Games, and other IOC-sanctioned events
- Working in partnership with our members and key stakeholders to provide athletes with relevant support on the journey to, during and following their Olympic careers
- Engaging people throughout the United Kingdom to pursue their very own goals and dreams through the Olympic Values and the example of Team GB Olympians
- Being the independent voice of Olympic Sport and collaborating with our members and other sport stakeholders, both domestically and internationally, to support the continued growth and overall health of the Olympic Movement in the UK
For further information, please visit TeamGB.com
About Birds Eye:
Birds Eye is owned by Nomad Foods Europe Ltd. The brand launched over 70 years ago, and has provided high-quality frozen food for generations.
Including iconic products such as its frozen peas, fish fingers, and potato waffles, the current Birds Eye product line-up offers frozen ranges of fish & seafood, vegetables, chicken, meat-free alternatives, potato waffles, pies & pastries, Crispy Pancakes, and desserts. A wide variety of gluten-free and meat-free options are available across many of the respective ranges. Full product list and details are available at https://www.birdseye.co.uk/our-brands