The nation’s largest meat producer, Tyson Foods, is entering the alternative meats market with the launch of its new brand: Raised & Rooted.
The move is an answer to the growing popularity of meatless substitutes, with companies like Impossible Foods and Beyond Meat skyrocketing into the mainstream over the past year. Each of those companies’ alternative meat products have been added to grocery stores and restaurant menus across the country, including fast food chains.
Tyson’s Raised & Rooted is debuting with two initial products: plant-based nuggets and blended burger patties.
The patty blend is not a full-fledged vegetarian option, but rather a mixture of Angus beef and isolated pea protein. According to Tyson, this results in a burger that contains 40 percent fewer calories and 60 percent less saturated fat.
Raised & Rooted’s nugget option will be a 100 percent plant-based meat substitute, made entirely of vegetarian ingredients. The use of pea protein and plant fibers will provide a meaty texture that, combined with the breading, should make for a very close resemblance to a chicken based nugget.
Tyson boasts that the plant nuggets will offer nine grams of protein, and 33 percent less saturated fat than a white meat chicken nugget.
Raised & Rooted’s product line is sure to excite health and environmentally conscious individuals who have, or plan to, adopt vegetarian or “flexitarian” lifestyles. According to a study by Mintel, 58 percent of Americans are interested in reducing the amount of meat in their diets.
According to CNBC, shares of Beyond Meat fell 4 percent after the Raised & Rooted announcement was made. Tyson’s stock increased by 3 percent.
Justin Whitmore has been charged by Tyson Foods CEO of with leading the company’s alternative proteins division.
“The creation of the Raised & Rooted brand is an excellent example of Tyson’s ability to think big and move fast, capitalizing on our existing infrastructure,” Whitmore says. “We began development of our alternative protein products last year and have succeeded in creating a new brand and bringing those products to market in well under a year. Customers tell us they love the taste and nutritional attributes and are excited to partner with us.”
The plant-based nuggets will be available in grocery stores this summer, and the blended meat patty is scheduled to roll out in the fall.