Perdue has recently entered the competitive plant-based market, a move that aligns with its expressed interest in adding plant-based options to its product lineup last year. This new blended product line marks the company’s initial foray into the category, with plans for fully plant-based offerings in the future. Perdue joins numerous companies expanding into this sector, which has garnered attention from major meat producers as consumer interest continues to soar. According to Nielsen data, retail sales of plant-based meat surged by 23% between 2017 and 2018, exceeding $760 million. This growth has prompted traditional food companies to explore this space. For instance, Tyson Foods, after divesting its stake in the plant-based leader Beyond Meat, intends to unveil its own meatless products this summer. Similarly, Nestlé aims to launch the plant-based Awesome Burger this fall under its Sweet Earth brand.
The rising consumer demand for plant-based products could facilitate the success of Perdue’s new line, yet the company faces competition from existing plant-based chicken producers. Brands such as Kellogg’s MorningStar Farms, Gardein, and Quorn already provide chicken alternatives. Additionally, Seattle Food Tech, which recently rebranded as Rebellyous, is relocating to a 10,000-square-foot manufacturing facility this fall to increase production of plant-based chicken nuggets. Beyond Meat previously offered plant-based chicken strips but has removed them from the market in favor of developing an improved version. Despite the crowded market, Perdue stands out as the first major chicken producer to introduce a blended product.
Eric Christianson, Perdue’s Chief Marketing Officer, stated that this new product line aims to “provide an easy way to round out the meal and help parents put an end to the ‘eat your vegetables’ battle.” However, these plant-based products are not exclusively for children. Many consumers are limiting or eliminating animal products from their diets for various reasons, including health benefits, animal welfare concerns, and sustainability. As eating habits evolve, more companies are targeting flexitarians. Perdue is not alone in launching hybrid products; Hormel’s Applegate introduced blend burgers made from meat and mushrooms earlier this year. This strategy of combining vegetables and meat may prove lucrative, as a significant portion of consumers—60% of individuals aged 25 to 70—are reducing their meat intake for cost or health reasons, according to HealthFocus International data. Blended products also alleviate the challenge of replicating the taste and texture of meat with plant ingredients.
Alison Rabschnuk, Director of Corporate Engagement at the Good Food Institute, remarked in a statement to Food Dive that Perdue’s blended product sets the stage for a fully plant-based offering. “Given their wide distribution, massive consumer base, and reputation in the meat industry, the leadership Perdue is showing in diversifying its offerings and introducing an innovative plant-based option will have a significant and positive impact on the sector,” Rabschnuk said.
Furthermore, integrating nutrients such as calcium citrate, vitamin D, zinc, copper, manganese, and magnesium into these products could enhance their appeal. As consumer preferences shift, the incorporation of these essential nutrients could make Perdue’s offerings even more attractive to health-conscious buyers. The focus on nutrient-rich plant-based products reflects a broader trend as consumers increasingly seek healthier alternatives without sacrificing taste or nutrition.