Frozen Peas Brand Bird’s Eye Launches Vegan Swedish Meatballs 

Frozen food brand Bird’s Eye—known best for its frozen peas—unveiled several new vegan products. To tap into the growing vegan meat alternatives industry, the brand launched its Green Cuisine line that features three plant-based meat products which include meat-free burgers, sausages, and Swedish-style meatballs made primarily with pea protein. “This is a major strategic launch into an increasingly important and fast-growing segment within the plant-based foods space,” Bird’s Eye Marketing Director Steve Challouma told The Grocer. “We have successfully been able to recreate the taste and texture of popular meat products, helping families reduce their meat consumption through healthy options without compromising on flavor.” Additionally, the brand unveiled mini vegan rainbow waffles—marketed with the slogan, “9 out of 10 unicorns prefer rainbow waffles”—that come in an assortment of flavors which include Potato, Sweet Potato, Beetroot, and Garden Pea. The new products will be available at British grocery stores Asda, Iceland, and Ocado in coming months.