Birds Eye’s plant-based brand Green Cuisine partners Team GB ahead of 2024 Olympics

Author: Liam Gilliver

Read Time:   |  2nd May 2023

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Green Cuisine says the partnership will help make plant-based foods ‘accessible to all’


Birds Eye has announced that its plant-based brand Green Cuisine is the official partner of Team GB, ahead of the Paris 2024 Olympic Games.

The collaboration aims to ‘educate the nation’ on the environmental and health impacts of eating more vegan food.

Spearheaded by a new education programme called Get Set to Go Green, children, parents, and teachers will be taught how ‘easy and nutritious it can be to incorporate plant-based options into everyday meals’ with ea.

Green Cuisine x Team GB

The programme will be delivered in primary schools across the nation. It comes after a Birds Eye Green Paper Report found that 34 per cent* of children have asked an adult if they could eat a meal that doesn’t include any meat.

It also aims to ‘empower children’ on the subject of sustainability; as the same report found 92 per cent of children agree it’s ‘everyone’s responsibility to look after the planet’.

‘A golden opportunity’

Victoria Westwood of Green Cuisine believes the partnership will help make plant-based foods ‘accessible to all’.

“Team GB athletes perform to the highest standards possible,” she said.

“We want consumers to recognise 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, [it] allows us to go one step further and deliver a united sustainability strategy.”

Environmental sustainability

Tim Ellerton, Commercial Director at Team GB, added: “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.”

Want to be more sustainable? Check out our 10 steps to help you lead a more sustainable life

*Birds Eye Green Cuisine Green Paper is based on a survey of 1,000 children aged 6-12 and their parents.

Featured image: James Gill – Danehouse via Getty Images

Written by

Liam Gilliver

Liam is a journalist working for the Mirror, Daily Express, Daily Star and OK! Magazine. He's also the author of We're Worried About Him and has been published in the likes of The Independent, Huffington Post, and Attitude Magazine.

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