The partnership sees the brand launch a TV advert as part of a wider marketing campaign, incorporating in-store and social media activity and on-pack promotions.
Sarah Koppens, Birds Eye UK marketing director, said: “As the fastest growing frozen meat-free brand, we have a relentless ambition to demonstrate the delicious ‘power of plants’, dispelling any lingering misconceptions around the meat-free category.
“We conducted a quick-fire Facebook poll with a group of past and present Team GB athletes and over two-thirds said they’ve actively reduced their meat consumption over the past three years.”