Tyson Foods is launching its plant-based brand Raised & Rooted in European markets, including the UK.
There’s a new plant-based brand in town, all the way from the USA. The American plant-based range Raised & Rooted was launched in 2019 by meat giant Tyson Foods and is now on it’s way to Europe.
Produced in the Netherlands, the range is made from locally sourced ingredients free from palm oil, artificial colours or flavours. Instead of soya, which is commonly used in plant-based products, the protein used is made from fava bean.
Unlike products in the US Raised & Rooted range, the products launching in Europe will be free from eggs and suitable for those following a plant-based diet.
Products include chicken-free nuggets and popcorn, tortilla nachos and garlic and herb dipping fries. They will all be packaged in recyclable plastic which is 60% bio-based.
Initially, the products will be sold through UK foodservice channels. However, it is set to make its way into retail soon after.
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‘Rapid growth’
Tyson Foods have said that the UK was one of their principal target markets for the new range. It aims to replicate the ‘rapid growth’ seen in the US in the European market.
Increasing numbers of European consumers have turned to plant-based alternatives in recent years, so this is a prime time for Tyson to launch their products in Europe.
President of Tyson Foods Europe Brett Van de Bovenkamp commented: “Our focus has been on taste and texture, and we’re confident our alternative protein products meet consumer expectations.”
It seems that even the meat giant knows that the future of food is vegan.
So long soya?
Plant-based meats seem to be moving away from soya. Instead, companies are innovating the use of oats, peas and wheat to make protein alternatives.
Considering soy is a common allergen, this shift away comes as no surprise alongside the rise in veganism. If more people are trying vegan, it makes sense for companies to create alternatives that won’t alienate a significant portion of the population.
If you still crave the taste or texture of meat since going vegan, here are the best vegan meat alternatives.
