US-based meat processor Tyson Foods has launched plant-based products in Asia starting with Malaysia as the company aims to make protein more accessible and affordable for more people around the world. Known as First Pride, the products will cover frozen Bites, Nuggets and Strips made with plants.
The innovations are halal certified and made with regionally sourced ingredients including bamboo fibre, soy protein and wheat protein.
Tyson Foods will roll them out to other markets in the region in the coming months.
Products available in Malaysia will come in 420g bags priced at RM 19.90 ($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.
As a comparison, a 420g of First Pride Fully Cooked Cornflakes Chicken Nuggets (made with real chicken) is priced at RM 12 at Lotus’s (formerly Tesco). In the case of First Pride, the price difference between plant-based and real meat is not significant.
The First Pride brand is a household name in Malaysia and has provided innovative frozen chicken, beef, and fish products to consumers for nearly 15 years. Found on top shelves in all major hypermarkets, the brand prides itself on consistently providing premium quality products. All First Pride™ products are halal certified. Visit TYSONFOODS.COM.MY to learn more.
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It is interesting to see Tyson Foods jumping straight into retail for its latest plant-based meat offering. This also shows the confidence the company has on the reception of its First Pride plant-based offerings.