The biggest meat producer – Tyson Foods in America is moving into the fake meat business. Announced Thursday, 13 June, the company announced that a pea-based chicken nugget alternative will be the start of a new Raised and Rooted meat brand from Tyson.
This obviously makes Beyond meat and Impossible Burger get a rival.
“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 Noel White, president, and CEO of Tyson Foods, in a press release.
Although, not all products in the Raised and Rooted brand will be wholly meat-free. Accordingly, the company also plans to sell blended products.
The company’s decision is however not a surprise since it had earlier announced it will be developing its own plant-based protein product in the month of February.
The Raised and Rooted nuggets will however be launched late summer while the blended burgers will be available this fall.
Being an investor in Beyond Meat, and even before selling out its stake in the company earlier this year, Tyson had announced that it will basically be looking forward to competing with Beyond Meat. And now, the time is here!!