Nomad Foods is to roll out its plant-based Green Cuisine range across Europe in the first half of this year.
The UK-based frozen-food specialist, which owns the Findus and Iglo brands as well as Birds Eye in Europe, will be launching the range – which is made from peas and includes meat-free burgers and sausages – in France in the next ten days and then in the Netherlands, Italy, Belgium and Austria before the end of June.
The range was launched in the UK last year under the Birds Eye brand and in Germany last month under Iglo.
CEO Stefan Descheemaeker, speaking at the Consumer Analyst Group of New York (CAGNY) investor conference at Boca Raton in Florida, said: “Green Cuisine will be our most important innovation for years to come.”
He told the audience that 60% of Nomad’s products are already meat-free, being focused on fish and vegetables, and the business intends to put significant marketing spend behind its meat-alternative range.
“Plant-based is not a fad. It is here to stay,” Descheemaeker said, pointing to research that shows nearly a third of all evening meal occasions in the UK are now meat-free.
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“Green Cuisine is a mainstream brand,” he said. “It has performed well since it was launched in the UK.
“It is a very promising starting point.”
Descheemaeker said he expects the brand to be worth more than EUR100m (US$108.1m) by 2022.