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Earlier today, Tyson Foods announced the launch of its first foray into the meat replacement market with the unveiling of its Raised & Rooted brand.

While the company’s plant-based nuggets present a direct challenge to companies like Beyond Meat, Tyson Foods is playing a different game by introducing consumers to foods that are blended with meat and protein replacements.

“Today’s consumers are seeking more protein options so we’re creating new products for the growing number of people open to flexible diets that include both meat and plant-based protein,” said Noel White, president and CEO of Tyson Foods, in a statement. “For us, this is about ‘and’ – not ‘or.’ We remain firmly committed to our growing traditional meat business and expect to be a market leader in alternative protein, which is experiencing double-digit growth and could someday be a billion-dollar business for our company.”

Tyson’s plant-based nuggets, made from a blend of pea protein isolate and other plant ingredients, will be on store shelves in the fall, as will the blended beef and vegetable burgers.