Birds Eye Green Cuisine has announced a partnership with Team GB ahead of the Paris 2024 Olympic Games.
Following the success of their previous partnership, the collaboration will see the brand educate people on the health and nutritional benefits of plant-based food, as well as the environmental benefits of plant-based food.
It will also build on Birds Eye Green Cuisine’s ‘Welcome to the plant age’ campaign, inviting people to rethink the accessibility of flexitarian diets.
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A new education programme will be focused at primary schools through Team GB and Paralympics GB’s youth engagement programme ‘Get set’.
According to Victoria Westwood, UK & Ireland marketing cluster lead at Green Cuisine, the brand is now worth £17.3m, ahead of plant-based consumption’s projected 500% growth in the next 15 years.
Additionally, 8.6% of the UK population has bought Green Cuisine products in the past year.
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