Birds Eye brand has partnered with Team GB and became its Official Supporter ahead of the rescheduled Tokyo 2020 Olympic Games.
The company aims to use the partnership to make plant-based meat alternatives more mainstream.
Birds Eye will launch a marketing campaign that will incorporate in-store activations, on-pack promotions, and social media activity with Team GB athletes.
Tim Ellerton, the BOA Commercial Director, said: "This is an exciting partnership in a really interesting area, not just in our athlete community but on a wider national scale as meat-free and plant-based diets become increasingly popular."
"The team at Birds Eye have some very exciting activation plans in the coming months, and we're proud to support them in bringing those plans to life with the help of a variety of Team GB athletes."
Commenting on the partnership, Sarah Koppens, Birds Eye UK Marketing Director, said: "We are so proud to become the official plant-based partner to power Team GB. As the fastest growing 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*. We look forward to bringing some of their stories to life throughout our campaign."
The Olympic Games were rescheduled due to the ongoing Covid-19 pandemic and will take place in Tokyo on 23rd July.