US-based Tyson Foods Inc has chosen Malaysia to be its first market in Asia to launch a new line of plant-based products under the brand ‘First Pride’ via selected retail markets and e-commerce platforms.
Tyson plans to roll First Pride to other markets in Asia in the rest of the year. According to Tyson Foods Asia Pacific President, Tan Sun, “We’re thrilled to offer consumers high-quality protein choices as they explore flexitarian diets that include meat and plant proteins. The key to meeting consumer preferences with new plant-based protein is via innovation and making locally relevant products that taste great, which is our expertise.”
The initial launch will introduce frozen bites, nuggets and strips made with plants to consumers in Malaysia. These innovations are also Halal-certified and made with regionally sourced ingredients including bamboo fibre, soy protein and wheat protein.
Tan Sun added that in Malaysia alone, the meat substitute category is growing at 5.3% year-on-year, which shows that consumers are rethinking their health and wellbeing. Euromonitor reported that alternative proteins could account for 11% of the global protein market by 2035. Retail sales of meat substitutes in Asia Pacific reached US$16.3 billion in 2020 and is expected to grow rapidly to US$20 billion by 2025.
Tyson presently has 1 plant and an innovation centre in Malaysia. The new plant-based launch in Asia will complement, and not cannibalise, Tyson’s existing assets across Thailand, Malaysia and Australia where it also offers a range of ‘real meat’ products from poultry to beef.
Tyson Pride products will be offered in varying flavors and packaging to fit to the different market demographics. For example, in Malaysia, the products will come in 420g bags priced competitively at US$4.81.
