Tyson Foods is on the move, this time taking its popular plant-based brand, Raised & Rooted™ across the pond for its European launch. This will be the first expansion of the brand outside of the U.S. as Tyson aims to become one of the most loved alternative protein brands across the globe.
“We’re thrilled to be launching Raised & Rooted in Europe, where there is a growing number of consumers who are adopting flexible diets,” said Brett Van de Bovenkamp, President of Tyson Foods Europe. “Our unique capabilities in R&D and innovation, combined with our international footprint and infrastructure makes us uniquely positioned to be a European market leader in alternative protein.”
Five varieties will be included in the European Raised & Rooted range, which will be introduced to foodservice customers across the continent, according to a press release. With the multi-billion-dollar alternative protein category continuing to grow with the support of foodservice and retail operators, Tyson is capitalizing on the growing popularity.
“Our Raised & Rooted brand has seen rapid growth since launching in the U.S. last year,” said Justin Whitmore, Executive Vice President of Alternative Protein. “Our plant-based nuggets and tenders are now sold in 10,000 stores and online, and we look forward to our continued growth. Our expertise in this category, paired with our European innovation centers positions us well to serve global markets. We are leveraging Tyson’s deep capabilities to make plant-based protein more accessible and affordable for more people around the world.”
The Raised & Rooted products are produced in the Netherlands with locally sourced premium ingredients. The lines offerings are also non-GMO, don’t use palm oil, egg-free, and contain no artificial colors, flavors, or preservatives. Each package is made of 60 percent bio-based plastic material and features eight different languages to meet the language needs of customers.
The European product launch includes:
“Our focus has been on taste and texture, and we’re confident our alternative protein products meet consumer expectations,” continued Van de Bovenkamp. “We’re experts in the protein industry and have innovation centers to help us produce great tasting plant-based products on the market.”
As Tyson Foods prepares to make its way into the European market with this plant-based lineup, what markets will the company enter into next? Deli Market News will keep its ears to the newswire for the answers.