Europe

Tyson Foods launches plant-based products in Europe

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This is the first expansion of the Raised & Rooted brand outside the US, in the brand�s pursuit to be the most loved alternative protein brand in the world.

Posted on Nov 10 ,08:14

At the beginning of this week, Tyson Foods announced the European launch of its plant-based protein brand, Raised & Rooted, the first expansion of the brand outside the US. "We’re thrilled to be launching Raised & Rooted in Europe, where there is a growing number of consumers who are adopting flexible diets. 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," declared Brett Van de Bovenkamp, president of Tyson Foods Europe.
The European Raised & Rooted range, which include five varieties of plant-based products, will be introduced through foodservice customers across Europe. Major foodservice and retail operators have already embraced the alternative protein segment, which is estimated to be a multi-billion-dollar category and continues to grow.
In the US, the brand has seen rapid growth since last year and gained a larger market share in the first half of the year due to disruptions appeared in meat sector. "Our Raised & Rooted™ brand has seen rapid growth since launching in the US last year. 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," explains Justin Whitmore, executive vice president of alternative protein at Tyson Foods.
The plant-based products, which are produced in the Netherlands with locally sourced premium ingredients, are non-GMO, non-palm oil, egg-free and contain no artificial colors, flavors or preservatives. The multilingual packaging for the products contains a total of eight languages, addressing the language and labeling needs of customers. The plant-based products are packaged in a recyclable 60% bio-based plastic material, informed the company in a press release.

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