Tyson, the biggest U.S. meat processor, wants in on the veggie protein market that’s hot with consumers and investors alike.
Tyson Foods is preparing to offer a burger made from beef and pea protein under a new brand, Raised & Rooted.
In what could be the biggest foray into the burgeoning alternative protein market this year, Tyson said it will debut the hybrid meat-plant patties and a series of other related products this year in grocery stores and restaurants. Chief Executive Noel White said he expects that the offerings will become a “billion-dollar brand” and that the company will be a leader in the space.in May left them playing catch-up. Tyson sold its stake in Beyond Meat just before the stunning equity debut.
“The idea of a half-beef, half-plant burger is intriguing, said Jennifer Bartashus, Bloomberg Intelligence senior analyst. “It should appeal to people trying to make that slow transition into eating less meat. You’re easing into a change, and that’s what this product looks like it’s intending to do.”
Whitmore declined to comment on price points or the size of investments or to provide any details on customers. The new products are coming to several major retailers where people regularly shop, he said. The blended burger and sausages are a noticeable shift away from that of the company’s purist vegan rivals, namely the Beyond and Impossible Burgers.
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