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Food giant Birds Eye – famous for its range of meat and fish products – has launched a range of vegan chicken products in the U.K.

The pea protein-based vegan meat is part of the brand’s Green Cuisine line.

Among the new products are Chicken-free Dippers (220g), Nuggets (250g), and Southern-Fried Strips (210g). All three will first launch in Morrisons from September 7, before rolling out in Tesco, Sainsbury’s, and Asda with an RRP of £2.50.

Replicating popular chicken products

According to Bird’s Eye, it identified the most popular chicken products available, and set out to replicate them using plant-based protein, to target new consumers and encourage them to try meat-free foods.

Senior brand manager Anne-Marie Gayer told leading food outlet The Grocer: “Birds Eye has a long-established heritage in producing great-tasting chicken products. As a trusted, established brand, we’re well placed to encourage shoppers to experiment with what the frozen plant-based category has to offer.

“We know shoppers are increasingly searching for new and exciting ways to enjoy meat-free meals [and] our aim is to make meat-free eating easy. By recreating the most popular chicken in the category, we want to bring in new shoppers to the category and show that frozen meat-free can be just as tasty and convenient.”

Maria Chiorando

Maria is the editor of Plant Based News. As a former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle.