We know that more and more people are trying to alter their eating habits for both health and sustainability reasons. There has been a real explosion in more plant based diets in the last 5 years but top date, this has usually been reserved for those who can afford them.
Brands in this space often remain prohibitively expensive for mainstream consumers, or simply don’t help them overcome some of their reservations about taste, quality and to put it bluntly, whether their families will get to the table and reject everything they have cooked on the basis of it being weird, or just different from what they are used to.
Nomad foods approached The Mix in 2019 to help develop their first plant based proposition, and then help select a launch bundle that could work across 4 European markets including Germany, Italy, UK and France.
Launching in 4 key European markets, the brand achieved £30million sales in its first year.
Green Cuisine is projected to reach £100million by 2022, making it the fastest growing plant based brand in the category.
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