Tyson Foods debuts new plant-based products, First Pride™ brand in Asia Pacific

Tyson Foods debuts new plant-based products, First Pride™ brand in Asia Pacific

Tyson Foods, Inc. is launching a brand new line of plant-based products in select retail stores and e-Commerce across Asia Pacific under the brand, First Pride™. 

This is the first time that the firm has introduced plant-based products in Asia, as it functions to earn protein more affordable and accessible to more people all over the world. Tyson Foods is initially launching the products in Malaysia and will roll them out into additional markets in the region in the forthcoming months.

Plant-based options have noticed a increase in popularity throughout the region in the past few years and also have further accelerated throughout the pandemic. Consumers are rethinking their health and health with 75% of consumers open to a diet which contains meat and plant proteins1.

"We are thrilled to offer Asia Pacific consumers more high quality protein options as they explore flexitarian diets," explained Tan Sun, president, Tyson Foods APAC. "The Asian market is a natural match for this particular category with conventional plant-based products such as tofu already entrenched in the culture. The key to meeting consumer tastes with fresh plant-based protein is via making and innovation locally related products that taste good, which is our experience.

"Our newest product growth delivers on quality and taste, providing customers a contemporary spin on comfortable tastes, local tastes and feel," he explained. "We are specialists in the protein sector using a varied, multi-protein portfolio and also have the abilities to produce great tasting products that are all-natural ."

The initial launch will introduce frozen Bites, Nuggets and Strips made with plants to consumers in Malaysia.  The creations are halal licensed and created out of regionally sourced components such as bamboo fiber, soy protein and wheat protein.

Option proteins may account for 11% of the worldwide protein market by 2035. While the category at Asia is still rising, APAC retail sales of meat substitutes reached $16.3 billion in 2020 and therefore are predicted to surpass $20 billion by 2025, according to Euromonitor.

"We are excited to expand our internal capacities worldwide as we construct our portfolio of adored plant protein manufacturers," explained David Ervin, vice president of other protein to Tyson Foods. "Our international culinary community and scalability places us nicely to replicate the success we have had from the U.S. at Asia Pacific and supply consumers with fantastic tasting plant protein choices."

Product flavor and package size availability may vary by country and priced competitively. Products available in Malaysia can arrive in 420g pack priced at $4.81 USD.  While the products will initially be available in retail shops, you can find plans to supply the plant-based innovations for foodservice clients in the area later this season.

"We are dedicated to Asia Pacific and as protein consumption of all types keep growing in the area, we plan to develop with customers and function as leader around all of proteins," explained Tan Sun. "Our plant-based launching will complement our present assets around Thailand, Malaysia and Australia where we now provide a selection of merchandise from poultry to steak."