Tyson Foods launches plant-based ‘Raised and Rooted’ products in Europe

Meat giant Tyson Foods is launching its plant-based “Raised and Rooted” products in Europe with its foodservice customers.

“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.”

The European launch includes five varieties of plant-based products. Tyson said 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.

“Our Raised & Rooted brand has seen rapid growth since launching in the U.S. last year,” said Justin Whitmore, executive vice president of alternative protein at Tyson Foods. “Our plant-based nuggets and tenders are now sold in 10,000 stores and online, and we look forward to our continued growth.”

Tyson said the plant-based foods are produced in the Netherlands with locally sourced premium ingredients. The products are non-GMO, contain no palm oil or eggs and no artificial colors, flavors or preservatives. The multilingual packaging for the products contains eight languages. The plant-based products are packaged in a recyclable 60% bio-based plastic material.