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Tyson Foods Inc. of Springdale said it would launch the European version of its Raised & Rooted plant-based protein brand.
The expansion is the company’s first out of the United States for its plant-based product line. The company said five products will be available
“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.”
Tyson Foods said plant-based proteins are estimated to be a multibillion-dollar segment. Tyson Foods said its European products will be produced in the Netherlands and will feature packaging in eight languages.
“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. Our expertise in this category, paired with our European innovation centers, positions us well to serve global markets. We are leveraging Tyson’s deep capabilities to make plant-based protein more accessible and affordable for more people around the world.”