Tyson’s new Raised & Rooted brand isn’t innovative--it’s cruel. Framed as a “plant-based” brand, its products include nuggets containing eggs and a blended beef burger. Tell Tyson to become a true food leader by shifting to 100% plant protein TODAY: Leave a quick, polite comment on the brand’s new Facebook page (see our sample text below)!

After teasing a plant-based protein endeavor and telling Compassion Over Killing that it was “looking at plant protein as the future of protein,” Tyson Foods’ new Raised & Rooted brand falls short of the mark. The brand’s debut products include nuggets that, while meatless, contain egg whites. 

While Beyond Meat’s fully vegan fried “chicken” sold out at an Atlanta KFC this week, Tyson’s nuggets just fall into a sea of other meat alternatives failing to capture the growing vegan market while utilizing cruelly produced animal products. 

This new product contributes to massive suffering on factory farms, where gentle hens are confined to tiny wire cages unable to stretch their wings or walk. And the brand’s other item is even more baffling: a non-vegetarian burger containing a blend of  90% lean Angus beef and pea protein isolate. 

After Tyson divested from plant-based Beyond Meat and promising exciting plant-based news to COK at April’s food innovation forum, its new line fails to live up to the hype--and the standards that consumers are increasingly raising for their food choices. Hens and cows deserve better, and even with this attempt to join the alternative protein space, Tyson is falling behind. 

Meanwhile, the poultry company continues to treat birds with egregious cruelty by breeding them for painful rapid growth. It’s clear that Tyson is beginning to take notice of the growing demand for ethical options, but refuses to sever ties with the barbaric meat industry. 

Tell Tyson that consumers are flocking from animal ag’s cruelty! Leave a quick comment on Raised & Rooted’s new Facebook page using our sample below or your own polite text.

Sample text: Tyson’s new brand is raised and rooted in cruelty. A nugget containing eggs from abused hens and burgers containing cow flesh aren’t “plant-based.” Meanwhile, competitor Beyond Meat’s fully vegan fried “chicken” sold out at KFC this week. The Raised & Rooted brand isn’t #RaisingExpectations -- it’s falling short. It’s time for Tyson to ditch cruel rapid growth in birds and shift to fully vegan protein!