US meat packer, Smithfield Foods, is launching a plant-based protein portfolio under its Pure Farmland brand.
The new line comes in a variety of breakfast patties, meatballs, burger patties, and pre-seasoned protein starters.
The soy-based line features eight products crafted in the USA with natural flavours.
Smithfield Foods said that rather than position the new line exclusively to vegans, Pure Farmland products are catered to flexitarians.
“We’ve been exploring the alternative protein space, and have taken our time to get it right,” said John Pauley, Chief Commercial Officer for Smithfield Foods.
“With this launch, we are bringing together our expertise in creating market-leading food products, our organizational commitment to sustainability, and our deep understanding of ‘flexitarian’ consumers, to deliver a broad variety of flavourful plant-based protein choices that consumers want and can afford at a great value.”
The range is packed in trays made from more than 50% recycled material.
Pure Farmland has also partnered with the American Farmland Trust. With every packaged sold, the brand has pledged to donate the cost of protecting one square foot of farmland.
The range will launch in fresh, refrigerated sections of US grocery retailers in mid-September.