KUALA LUMPUR, Malaysia, 03 June 2021 – Tyson Foods, Inc. (NYSE: TSN) is launching a new line of plant-based products in select retail markets and e-Commerce in Malaysia 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. In Malaysia alone, the meat substitute category is growing at 5.3% year-over-year, which shows that consumers are rethinking their health and wellbeing with 75% of consumers open to a more flexitarian diet that includes meat and plant proteins.
“We’re thrilled to offer consumers in Malaysia with more high-quality protein choices as they explore flexitarian diets,” said Tan Sun, president, 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. We’ve also ensured that the products are certified halal by JAKIM for our consumers peace of mind.”
“Our new product expansion delivers on taste and quality, giving Malaysian consumers a modern take on familiar tastes, local flavours and texture. 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 will introduce frozen Bites, Nuggets and Strips made with plants to consumers in Malaysia. The innovations are halal certified by JAKIM and made with regionally sourced ingredients including bamboo fibre, soy protein and wheat protein.
Alternative proteins could account for 11% 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 with expectations to hit over $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, vice president 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.”
A firm favourite and household name in Malaysia, First Pride has been in the market for nearly 15 years serving consumers with high-quality and tasty chicken, beef, and fish products. The products are available at major retail stores in Malaysia, including Giant, and Tesco, and online with MyGroser and PandaMart and will come in 420g bags priced at RM19.90. 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 Malaysia 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 Tan Sun. “Our plant-based launch will complement our existing assets across Malaysia, Thailand and Australia where we offer a range of products from poultry to beef.”
