UK-based Nomad Foods has said that in the first half of this year, it will begin rolling out its plant-based range, Green Cuisine, across Europe.
Green Cuisine
Photo: Birds Eye
The frozen food firm, which owns several brands across the continent including Birds Eye, Iglo and Findus, will first launch Green Cuisine, which is made from peas and includes meat-free sausages and burgers, in France in the next couple of weeks, followed by the Netherlands, Italy, Belgium and Austria before the end of June.
Green Cuisine was launched in the UK last year under the Birds Eye brand, and in Germany in January under Iglo.
"Green Cuisine will be our most important innovation for years to come," said CEO Stefan Descheemaeker.
The CEO added that 60% of Nomad's current product range is already meat-free - though he included fish as part of the definition of meat-free - and that Nomad intends to spend a significant amount on marketing the meat-alternative range.
"Plant-based is not a fad. It is here to stay," Descheemaeker said, pointing to research that shows nearly a third of all evening meal in the UK are now meat-free.
"Green Cuisine is a mainstream brand," he said. "It has performed well since it was launched in the UK. It is a very promising starting point."
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