Tyson Foods expands plant-based protein brand to Europe
By Oliver Morrison
- Last updated on
Tyson Foods has announced the European launch of its plant-based protein brand, Raised & Rooted. This is the first expansion of the Raised & Rooted brand outside the US.
The product launch highlights include Light & Crispy Battered Nuggets, Crunchy Breaded Nuggets Garlic & Herb Dipping Fries and Extra Crunchy Tortilla Nachos, all made with fava bean protein.
“We’re thrilled to be launching Raised & Rooted in Europe, where there is a growing number of consumers who are adopting flexible diets,” said Brett Van de Bovenkamp, president of Tyson Foods Europe. “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.”
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.