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Tyson Foods launches its take on alternative proteins with new “Raised & Rooted” brand

Earlier today, Tyson Foods announced the launch of its first foray into the meat replacement market with the unveiling of its Raised and Rooted brand.
While the company’s plant-based nuggets present a direct challenge to companies like Beyond Meat, Tyson Foods is playing a different game by introducing consumers to foods that are blended with meat and protein replacements.
So it’s not exactly a direct competitor to Beyond Meat, a former Tyson Foods venture portfolio investment, or Impossible Foods, which are the two current leaders in the growing alterna-beef category.
Rather it seems to be an attempt to up-sell customers on products with less beef for potentially more money? Tyson did not respond to a request for comment by the time of publication.
For Springdale, Ark.-based Tyson Foods, making alternative proteins is less of an optional strategy and more of a necessary response to what could be an existential threat to the traditional meat market in the U.S. and around the world.
By 2040 traditional meat consumption could fall by 33%, according to a recent analysis by the consulting firm A.T. Kearny.
Tyson Foods launches its take on alternative proteins with new “Raised & Rooted” brand
Chart courtesy of AT Kearny
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