Tyson Foods, the world’s second largest processor of chicken, beef, and pork, has launched a new brand focussed on plant-based and blended foods.

Keen to capitalise on the growing plant-based and flexitarian movements, Tyson said the Raised & Rooted brand was created to “provide great-tasting plant-based and blended foods that are rooted in how people eat today”.

The brand will launch with several major retail customers this year with initial products including plant-based nuggets and blended burgers made with a combination of beef and plants.

Alongside this, the company’s existing Aidells brand has launched Aidells Whole Blends sausage and meatballs, made with chicken and plant-based ingredients.

“Today’s consumers are seeking more protein options so we’re creating new products for the growing number of people open to flexible diets that include both meat and plant-based protein,” said Noel White, President and CEO of Tyson Foods.

“For us, this is about ‘and’ – not ‘or.’ We remain firmly committed to our growing traditional meat business and expect to be a market leader in alternative protein, which is experiencing double-digit growth and could someday be a billion-dollar business for our company.”

Earlier this year, White selected Justin Whitmore to lead all aspects of Tyson Foods’ alternative proteins business.

“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,” said Whitmore.

“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.”