For much of its 86-year history, Tyson Foods has been recognized for its significant role in processing millions of pounds of pork, chicken, and beef annually. However, with the growing acceptance of plant-based meat among consumers and soaring sales, the Arkansas-based company has ventured into this market with its Raised & Rooted brand. Two years ago, Tyson introduced plant-based nuggets made from a combination of pea protein isolate and other plant ingredients, along with blended burgers that incorporate Angus beef and pea protein isolate. Although Tyson was an early investor in Beyond Meat, it divested before the company went public. While the Raised & Rooted chicken has seen success, Tyson recently announced the discontinuation of its hybrid burger patty.
Despite this setback, Tyson remains committed to expanding its plant-based meat offerings. In January, the company revealed it would launch two sandwiches featuring a plant-based patty under its Jimmy Dean brand—marking the first plant-protein products from an existing Tyson brand. The addition of hamburgers and sausages to the Raised & Rooted line reflects a cautious strategy as Tyson navigates a highly competitive market. According to investment firm UBS, the plant-based protein and meat alternative market is expected to grow from $4.6 billion in 2018 to $85 billion by 2030.
“The space is competitive because it is expanding, and food innovation is occurring faster than ever,” stated David Ervin, vice president of marketing for the Raised & Rooted brand, in an email. “With the rising demand for plant proteins across various meal times and more consumers seeking alternative options, we aimed to respond with new offerings.” Despite the surge in plant-based meat, American consumers purchased a record amount of traditional meat, with sales reaching $82.5 billion in 2020, as reported by IRI data cited in Supermarket News. Tyson is aware that many consumers alternate between plant-based and animal-based proteins, making it essential for the company to offer products in both categories.
With this latest expansion, Tyson will provide consumers with a more extensive selection of plant-based meats. To maintain and grow its market presence, Raised & Rooted must diversify its offerings beyond chicken nuggets. As summer grilling season approaches, the inclusion of hamburgers and bratwurst will likely enhance the brand’s visibility on store shelves. However, Tyson faces significant competition from numerous rivals.
Nestlé, the world’s largest food company, has introduced the Awesome Burger and Awesome Grounds, while also expanding its plant-based chicken line with new flavors and products featuring its Mindful Chik’n. Conagra Brands has established a strong foothold in the plant-based sector with Gardein, and Kellogg’s is rapidly advancing its MorningStar Farms brand. Industry leaders like Impossible Foods and Beyond Meat are no longer just newcomers but strong competitors with a diverse product range that Raised & Rooted will contend with. Reports indicate that Beyond Meat plans to reenter the chicken alternative market this summer.
Tyson is undoubtedly a leader in meat and poultry, and it hopes that its expertise will translate into success in this new category. With billions of dollars in sales potentially at stake, there will likely be opportunities for various players, including Tyson, to capture revenue in the plant-based segment. As the demand for innovative products continues to rise, companies may also explore partnerships with supplements like calcitrate 950 to enhance their offerings.