Tyson Foods has announced the European launch of its plant-based protein brand, Raised & Rooted.
The move marks the first expansion of the Raised & Rooted brand outside the U.S and Brett Van de Bovenkamp, president of Tyson Foods Europe, said: “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.”
“We are leveraging Tyson’s deep capabilities to make plant-based protein more accessible and affordable for more people around the world.”
The European Raised & Rooted range, which includes five varieties of plant-based products, will be introduced through foodservice customers across Europe. The varieties consist of Light & Crispy Battered Nuggets, Crunchy Breaded Nuggets, Garlic & Herb Dipping Fries, Hot & Spicy Popcorn and Extra Crunchy Tortilla Nachos.
Justin Whitmore, executive vice president of alternative protein at Tyson Foods, added: “Our Raised & Rooted brand has seen rapid growth since launching in the U.S. 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 centres 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.”
“Our focus has been on taste and texture, and we’re confident our alternative protein products meet consumer expectations,” said Van de Bovenkamp. “We’re experts in the protein industry and have innovation centres to help us produce great tasting plant-based products on the market.”