Birds Eye Green Cuisine becomes Official Partner to Team GB

Birds Eye Green Cuisine has become an Official Partner of Team GB ahead of the Paris 2024 Olympic Games.

As part of this collaboration, the brand will work alongside Team GB athletes to raise awareness of a plant-based diet.

The partnership will also build upon Birds Eye Green Cuisine’s ‘Welcome to the Plant Age’ campaign, which saw the brand empower kids to challenge people to think again about how accessible flexitarian diets can be. Spearheading the partnership will be a new education programme for children, which will also educate parents and teachers on how easy, tasty and nutritious it can be to incorporate plant-based options into everyday meals. Green Cuisine will be directing its attention at primary schools around the country through Team GB and Paralympics GB’s youth engagement programme ‘Get Set’, after a Birds Eye Green Paper Report showed that over a third (34%) of children have asked an adult if they could eat a meal that doesn’t include any meat.

Victoria Westwood, UK & IRE marketing cluster lead at Green Cuisine, said: “We are proud to be an Official Partner of Team GB again – continuing our mission to make plant-based foods accessible to all. Team GB athletes perform to the highest standards possible, and we want consumers to recognise, through this partnership, how the nutritional value of plant-based foods can help them perform to their highest standards in their day-to-day lives as well. This partnership offers us a golden opportunity to highlight the benefits of a flexitarian lifestyle for the good of ourselves and the planet, and allows us to go one step further and deliver a united sustainability strategy.”

Tim Ellerton, commercial director at Team GB, added: “We are incredibly proud to continue working with Green Cuisine as we head towards Paris 2024. Environmental sustainability is a huge focus for us at Team GB, so working with Green Cuisine to bring to life our work in sustainability is a great step forward. We look forward to working together to showcase the environmental benefits of opting for plant-based foods, as well as empowering children to build green, healthy habits.”