April 29, 2022
Starting in May, iglo/Birds Eye’s Green Cuisine product line will see two new offerings in Germany: vegan ‘Oven Baking Fish’ and ‘Chicken’ Dinos for kids.
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 launched with a £2m advertising campaign in 2019 and where the line was supplemented last year with three new plant-based chicken SKUs.
The baked fish is made with rice and wheat protein and is labeled Nutri-Score B. The most recent launch of plant-based fish products follows the success of the brand’s plant-based fish sticks , a vegan version of the hugely popular Bird’s Eye fish. fingers which were known as a staple for children in the 1980s and 1990s across the UK, with 66% of Britons considering them the best fish fingers on the market.
Bird’s Eye was criticized for its marketing in January this year, with its campaign appearing to poke fun at Veganuary with the motto “Stuff Veganuary, do what you can, with Birds Eye Green Cuisine”, – calling on consumers to forget the month-long campaign and follow freedom instead.
Green Cuisine iglo vegan ‘chicken’ dinos and vegan ‘baked fish’ will be available in stores across Germany from next week, starting May 2.