Simplot Australia has launched a new plant-based range under its Birds Eye label to appeal to consumers looking for meat alternatives, a healthier diet and more sustainable choices.
The new Birds Eye Plant Based range includes plant-based mince, chicken style strips, chicken style tenders, meatballs and burgers.
Simplot Australia general manager marketing Katie Saunders said the new products were about making the transition to plant-based eating “seamless and accessible”.
“In developing the plant-based range, we were focused on ensuring that it harnessed the goodness of nature and was crafted from the highest quality ingredients. In addition, it was paramount that it was just delicious to eat and had the texture and taste of meat.
“The easy formats make it so simple for consumers to swap traditional animal protein with plant-based protein options,” said Saunders.
The new products have been marketed as an option to make “Meat Free Monday” possible any night of the week.
The Birds Eye Plant-Based range is available nationally in the frozen section at Coles.