Ruling the roost: Tyson wants a perch in both the poultry and meat substitute markets

June 18, 2019

What “tastes like chicken” (aside from such exotic edibles as frog and snake meat)? It’s no surprise that it’s a new product from Tyson—one of the world’s largest poultry producers—but it is a little odd that it doesn’t originate from something farm-raised and feathered.

Tyson is jumping on the meat substitute bandwagon, the company announced on June 13, with “chicken nuggets” made from pea protein scheduled to be stocked at grocery stores this summer. A blended burger made from beef and pea protein will follow this fall.

Both will be sold under a new brand, Raised & Rooted, which will continue to develop plant-based and blended products for both groceries and restaurants.

In addition, the company’s existing Aidells brand has launched Aidells Whole Blends sausage and meatballs, made with chicken and plant-based ingredients.

It’s clear that Tyson doesn’t want to miss out on the growing global trend toward plant-based eating. U.S. sales of meat substitutes are expected to jump 78%—to $2.5 billionbetween 2018 and 2023, according to Euromonitor. Global sales could reach $23 billion in that same timeframe.

“Today’s consumers are seeking more protein options so we’re creating new products for the growing number of people open to flexible diets that include both meat and plant-based protein,” said Tyson CEO Noel White in a press release.

“For us,” he said, “this is about ‘and’—not ‘or.’ We remain firmly committed to our growing traditional meat business and expect to be a market leader in alternative protein, which is experiencing double-digit growth and could someday be a billion-dollar business for our company.”

Research contact: @TysonFoods

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