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The world's second largest meat company is moving away from its ancestral products by introducing a new line of ground beef with 50% ground beef and 50% plant origin.
Tyson's decision to sell what is called "mixed meat" is a clear attempt to take advantage of growing consumer interest in herbal products. The announcement was made just one day after another major American meat company, Perdue Farms, announced its partnership with a start-up called The Better Meat Co. for the manufacture of mixed chicken nuggets and patties.
"According to research, health and wellness are increasingly of interest to consumers who are interested in alternative proteins," said Tyson spokesman Gary Mickelson. "One of the biggest obstacles has been the taste."
In the case of Tyson, beef and peas are used in his new product, which will be sold under the brand name "Raised & Rooted".
It remains to be seen whether these blended products will be successful in the larger market. Some consumers are certainly looking to adopt more herbal foods for health and wellness reasons. But blended products do not address the concerns of people attracted to herbal meat substitutes for animal welfare and for environmental reasons.
Companies claim that about 75% of consumers are open to mixed product diets. These data are based, at least in part, on a national survey commissioned by The Better Meat Co., a Perdue partner.
Tyson plans to launch its products in grocery stores and restaurants. The CEO, Noel White, said he expects mixed meat chains to become a "billion dollar mark," according to Bloomberg.
The company's decision to sell blended meat came a little over a month after Tyson sold its stake in Californian company Beyond Meat, which had little success in May when it went public. Beyond meat has seen its shares multiply by five.
Tyson says his product will be rolled out in stores starting this summer. Lost says that he will do the same in September.
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