Last updated on June 13th, 2024
Tyson Foods, headquartered in Springdale, Arkansas, is launching a new line of plant-based products in select retail markets and e-commerce across Asia Pacific under the brand, First Pride.
This is the first time the company has introduced plant-based products in Asia, as it works to make protein more accessible and affordable for more people around the world. Tyson Foods is initially launching the products in Malaysia and will roll them out to other markets in the region in the coming months.
Plant-based options have seen a rise in popularity across the region in recent years and have further accelerated during the pandemic. Consumers are rethinking their health and well-being with 75 percent of consumers open to a diet that includes meat and plant proteins.
“We’re thrilled to offer Asia Pacific consumers more high-quality protein choices as they explore flexitarian diets,” said Tan Sun, president of Tyson Foods APAC. “The Asian market is a natural fit for this category with traditional plant-based products like tofu already entrenched in the culture. The key to meeting consumer preferences with new plant-based protein is through innovation and making locally relevant products that taste great, which is our expertise.”
“Our new product expansion delivers on taste and quality, giving consumers a modern take on familiar tastes, local flavors and texture,” Sun said. “We’re experts in the protein industry with a diverse, multi-protein portfolio and have the capabilities to produce great tasting plant-based products.”
The initial launch of First Pride will introduce frozen bites, nuggets and strips made with plants to consumers in Malaysia. The innovations are halal certified and made with regionally sourced ingredients including bamboo fiber, soy protein and wheat protein.
Alternative proteins could account for 11 percent of the global protein market by 2035. While the category in Asia is still growing, APAC retail sales of meat substitutes reached $16.3 billion in 2020 and are expected to exceed $20 billion by 2025, according to Euromonitor.
“We’re excited to expand our internal capabilities globally as we build our portfolio of loved plant protein brands,” said David Ervin, VP of alternative protein for Tyson Foods. “Our global culinary network and scalability positions us well to replicate the success we’ve had in the U.S. in Asia Pacific and provide consumers with great tasting plant protein options.”
Product flavor and package size availability will vary by country and priced competitively. First Pride products available in Malaysia will come in 420g bags priced at RM19.90 ($4.81 USD). While the products will initially be available in retail stores, there are plans to offer the plant-based innovations for foodservice customers in the region later this year.
“We’re committed to Asia Pacific and as protein consumption of all kinds continue to grow in the region, we intend to grow with consumers and be the leader across all proteins,” said Sun. “Our plant-based launch will complement our existing assets across Thailand, Malaysia and Australia, where we offer a range of products from poultry to beef.”
