Food giant Birds Eye - famous for its range of meat and fish products - has launched a range of vegan chicken products in the U.K.
The pea protein-based vegan meat is part of the brand's Green Cuisine line.
Among the new products are Chicken-free Dippers (220g), Nuggets (250g), and Southern-Fried Strips (210g). All three will first launch in Morrisons from September 7, before rolling out in Tesco, Sainsbury's, and Asda with an RRP of £2.50.
Replicating popular chicken products
According to Bird's Eye, it identified the most popular chicken products available, and set out to replicate them using plant-based protein, to target new consumers and encourage them to try meat-free foods.
Senior brand manager Anne-Marie Gayer told leading food outlet The Grocer: "Birds Eye has a long-established heritage in producing great-tasting chicken products. As a trusted, established brand, we’re well placed to encourage shoppers to experiment with what the frozen plant-based category has to offer.
"We know shoppers are increasingly searching for new and exciting ways to enjoy meat-free meals [and] our aim is to make meat-free eating easy. By recreating the most popular chicken in the category, we want to bring in new shoppers to the category and show that frozen meat-free can be just as tasty and convenient."