The Raised & Rooted brand was created by Tyson in response to demand from retailers and foodservice customers who want to grow their offering in this category.
The initial products under this new brand, which will launch with several major retail customers this year, include plant-based nuggets as well as blended burgers made with a combination of beef and plants.
Tyson’s existing Aidells brand has also launched Aidells Whole Blends sausage and meatballs, made with chicken and plant-based ingredients.
The Raised & Rooted nuggets are made from a blend of pea protein isolate and other plant ingredients and contain five grams of fiber and omega-3s, and less saturated fat than traditional nuggets. The blended burger is made with Angus beef and pea protein isolate and has fewer calories and less saturated fat than the plant-based burgers sold by several competing companies.
The products were developed by Tyson Foods’ innovation, culinary and consumer insights teams in Chicago and Northwest Arkansas. The Raised & Rooted nuggets will launch in US retailers in late summer, with the blended burgers available later in the year.
“Today’s consumers are seeking more protein options so we’re creating new products for the growing number of people open to flexible diets that include both meat and plant-based protein,” said Noel White, president and CEO of Tyson Foods. “For us, this is about ‘and’ – not ‘or.’ We remain firmly committed to our growing traditional meat business and expect to be a market leader in alternative protein, which is experiencing double-digit growth and could someday be a billion-dollar business for our company.”
Earlier this year, Tyson Foods appointed Justin Whitmore to head up its alternative proteins business.
“The creation of the Raised & Rooted brand is an excellent example of Tyson’s ability to think big and move fast, capitalizing on our existing infrastructure,” said Whitmore. “We began development of our alternative protein products last year and have succeeded in creating a new brand and bringing those products to market in well under a year. Customers tell us they love the taste and nutritional attributes and are excited to partner with us.”