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UK frozen food brand Birds Eye has unveiled its new ‘Get Real’ Protein range, a line of high-protein ready meals designed to cater to the growing demand for nutritious and convenient meal options.

The launch includes four globally inspired flavours: Mexican Chicken Burrito Bowl, Red Thai Chicken Curry, Indian Chicken Curry and Moroccan Chicken Rice Bowl.

Each meal is positioned to meet the needs of health-conscious shoppers and busy lifestyles, delivering an average of 34g of protein and at least two of the recommended five servings of vegetables per meal.

With the frozen ready meals market currently valued at £679 million and growing at a rate of 6% year-on-year, the ‘Get Real’ range reflects Birds Eye’s strategic response to shifting consumer preferences.

Recent data indicates that 60% of shoppers are now choosing products based on specific health benefits, marking a 7% increase from the previous year. This trend underscores the importance of functional nutrition in the decision-making process for modern consumers.

The ‘Get Real’ range not only emphasises protein content but also incorporates vegetables and fiber, with each meal containing between 8-11g of fibre.

The use of chickpeas enhances the protein profile while contributing to the creamy texture of the sauces, which are crafted to ensure a flavourful experience without compromising nutritional value.

Claire Sutton, marketing director at Birds Eye, said: “Our new ‘Get Real’ products are a great example of this, being high-quality, nutritious meals in an easy-to-cook format, making it practical and beneficial for health-conscious consumers”.

The convenience factor is further enhanced by the quick preparation time – each meal can be ready in just seven minutes, catering to the increasing trend of convenience cooking.

According to recent surveys, 24% of shoppers purchase ready meals at least once a week, a figure that rises to 34% among Gen Z consumers. This shift towards quick meal solutions is driving significant growth within the frozen ready meals segment.

Lauren Woodley, head of nutrition and sensory science at parent company Nomad Foods, added: “With one in five UK households choosing products that are high in protein, Birds Eye’s ‘Get Real Protein’ range provides high-protein meals that are nutritionally dense and balanced”.

The ‘Get Real’ Protein range is available starting 22 September 2025, at major retailers including Asda Waitrose and Sainsbury’s, with a recommended retail price of £3.75.

Additional retailers are expected to roll out the range in 2026, further expanding Birds Eye’s footprint in the health-focused frozen food market.