Tyson Foods Inc. 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 U.S., in the brand’s pursuit to be the most loved alternative protein brand in the world.
“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 food service and retail operators have already embraced the alternative protein segment, which is estimated to be a multi-billion-dollar category and continues to grow.
“Our Raised & Rooted brand has seen rapid growth since launching in the U.S. last year,” said Justin Whitmore, EVP of alternative protein at Tyson Foods. “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 centers 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 centers to help us produce great tasting plant-based products on the market.”
The plant-based products, which are produced in the Netherlands with locally sourced premium ingredients, are non-GMO, non-palm oil, egg-free and contain no artificial colors, flavors or preservatives. The multilingual packaging for the products contains a total of eight languages, addressing the language and labeling needs of customers. The plant-based products are packaged in a recyclable 60 percent bio-based plastic material.
Product launch highlights:
- Light & Crispy Battered Nuggets
- Crunchy Breaded Nuggets
- Garlic & Herb Dipping Fries
- Hot & Spicy Popcorn
- Extra Crunchy Tortilla Nachos
The Raised & Rooted brand was created by Tyson Foods to bring the power of plant protein to everyone and provide great-tasting plant-based foods that are rooted in how people eat today. Raised & Rooted products include plant-based nuggets and tenders in the U.S., and plant-based nuggets, fries, popcorn and tortilla nachos in Europe. The Raised & Rooted brand of fresh and frozen meat alternatives are sold at more than 10,000 retailer stores in the U.S. and online, and through retail and foodservice operators in Europe. Headquartered in Springdale, Arkansas, United States, the company has 141,000 team members.