Tyson Foods has expanded its plant-based Raised & Rooted brand outside of the US for the first time as it looks to capitalise on the growing global demand for alternative protein.
The European Raised & Rooted range, which include five varieties of plant-based products, will be introduced through foodservice customers across Europe.
Major foodservice and retail operators have already embraced the alternative protein segment, which is estimated to be a multi-billion-dollar category and continues to grow.
The plant-based products, which are produced in the Netherlands with locally sourced premium ingredients, are non-GMO, non-palm oil, egg-free and contain no artificial colours, flavours or preservatives.
“We’re thrilled to be launching Raised & Rooted in Europe, where there is a growing number of consumers who are adopting flexible diets,” said Brett Van de Bovenkamp, President of Tyson Foods Europe.
“Our unique capabilities in R&D and innovation, combined with our international footprint and infrastructure makes us uniquely positioned to be a European market leader in alternative protein.”