Tyson Foods said that it has launched a new range of plant-based products under the First Pride brand in certain retail markets and e-commerce sites across the Asia Pacific.

The US meat processing company said that this is the first time it has rolled out plant-based products in Asia.

Initially, Tyson Foods is launching the First Pride products in Malaysia and in the coming months, will bring them to other markets in the region.

The initial launch will see the rollout of frozen bites, nuggets, and strips made with plants to Malaysian consumers.

Tyson Foods said that the frozen products are certified halal and made with locally sourced ingredients such as bamboo fibre, wheat protein, and soy protein.

The plant-based food products will be available in Malaysia in 420g bags with pricing of RM19.90 ($4.81).

Tan Sun – president of Tyson Foods APAC said: “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,” he 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.”

Last month, Tyson Foods signed a $1.2 billion worth deal to sell its pet treats business, which includes the Nudges, True Chews brands, and Top Chews, to General Mills.

  Asia Pacific, First Pride, Malaysia, Tan Sun, Tyson Foods