Mission Foodservice forms partnership with the Birds Eye ‘Green Cuisine’ range to offer foodservice solutions
This month, Mission Foodservice and Birds Eye’s “Green Cuisine” meat-free range are arranging a long-term partnership set to inspire and help customers across the education and hospitality sectors following what has been a challenging 18+ months for foodservice operators.
The partnership will be communicated via digital platforms, including LinkedIn and Instagram, as well as a selection of key media and customer partnerships with visibility at leading trade shows, such as LACA & Casual Dining, across 2022.
The focus of the partnership will explore ways in which the brands can collaborate to offer creative and compelling foodservice solutions to help grow the business of their customers with meat-free options as the market continues to grow, reaching an estimated value of £1.1bn by 20241.
The recipes are being created specifically for the education caterer and hospitality operator with both chefs and the end consumer in mind. The recipes are designed to inspire customers to be creative with the food they are offering and remaining on-trend whilst delivering menus at the right price points in every channel.
A Mission Foodservice spokesperson says: “The collection of recipes we have created are all practical and timely. They cater to a diverse range of different customers, giving chefs and operators inspiration to make their food offering that much more appealing.
“By partnering with the Birds Eye Green Cuisine product range, we can also ensure that we are providing our customers with recipe solutions that meet the expanding and important plant-based occasion in every channel.”
Victoria Westwood, Senior Brand Manager on Birds Eye Green Cuisine, says: “We know that flexitarian, vegan and vegetarian diets are all on the rise, and at least one person in every five households is already actively looking to reduce their meat intake2. The Birds Eye Green Cuisine range offers great tasting meat-free alternatives from a brand that consumers love and trust.
“42% of shoppers would consider plant-based food as part of their diet making it a must-have for menus as well[1]. Our partnership with Mission Foodservice allows us to provide our customers with food that not only delivers on the ‘meat free’ trend, but also tastes great too!”
It was predicted that 13 million Brits would have had a plant-based lifestyle by the end of 20213 and while plant-based diets are increasing across all age groups, its prevalent adoption is from pre-families and young families. Including plant-based options on the menu is a necessary step for hospitality operators looking to capitalise on this growing demographic, as well as the education sector looking to cater for children of all ages.
1 The future is flexitarian report | Nielsen Homescan | Total GB | 52 WE 30.01.2021
2 Kantar, Diets of Briatin LinkQ Survey October 2020 52/w/e01 2020, Kantar FMCG Purchase Panel
3 https://www.finder.com/uk/uk-diet-trends Analysis conducted by finder.com
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