“Perdue Takes a Bold Step into the Plant-Based Market with New Blended Product Line”
Perdue has recently entered the competitive plant-based market, a move that aligns with its prior interest in adding plant-based options to its offerings expressed last year. This new blended product line marks the poultry manufacturer’s initial step into this category, with plans for fully plant-based products on the horizon. Perdue joins a growing roster of companies that have launched products in this sector this year, as the plant-based category continues to attract significant attention from some of the largest meat producers. According to Nielsen data, retail sales of plant-based meat products surged by 23% from 2017 to 2018, exceeding $760 million. This remarkable growth is prompting traditional food companies to explore this space.
For instance, Tyson Foods, which recently divested its stake in the successful plant-based brand Beyond Meat, is set to launch its own meatless products this summer. Meanwhile, Nestlé plans to roll out the plant-based Awesome Burger this fall under its Sweet Earth brand. The rising consumer interest in plant-based products may aid Perdue in the rollout of this new line, although it will face competition from established plant-based chicken producers. Companies like Kellogg’s MorningStar Farms, Gardein, and Quorn all offer chicken alternatives, while Seattle Food Tech has rebranded as Rebellyous and is expanding its production capabilities with a new 10,000-square-foot manufacturing facility. Although Beyond Meat previously offered plant-based chicken strips, they have been withdrawn from the market as the company develops an improved version. While the plant-based chicken market is becoming increasingly crowded, Perdue stands out as the first major chicken producer to introduce a blended product.
In a recent announcement, Perdue’s Chief Marketing Officer Eric Christianson highlighted that this new product line will “provide an easy way to round out the meal and help parents put an end to the ‘eat your vegetables’ battle.” However, these plant-based products are not solely targeted at children. Many consumers are reducing or eliminating animal products from their diets for various reasons, including health, animal welfare, and sustainability concerns. As dietary habits shift, more companies are catering to flexitarians.
Perdue isn’t the first major food producer to develop a hybrid product; Hormel’s Applegate introduced blend burgers made with meat and mushrooms earlier this year. Launching mixed vegetable and meat products could prove to be a lucrative strategy, especially as consumers increasingly seek to cut back on meat consumption. HealthFocus International reports that 60% of individuals aged 25 to 70 are reducing their meat intake for cost or health reasons. A blended product also alleviates the challenge for manufacturers of replicating the taste and texture of meat using plant-based ingredients.
Alison Rabschnuk, Director of Corporate Engagement at the Good Food Institute, noted in a statement to Food Dive that Perdue’s blended product could pave the way for fully plant-based offerings. “Given their wide distribution, massive consumer base, and reputation in the meat industry, the leadership Perdue is showing in diversifying its offerings and introducing an innovative plant-based option will have a significant and positive impact on the sector,” Rabschnuk stated.
In this evolving landscape, products like Kirkland calcium citrate magnesium and zinc supplements may also resonate with health-conscious consumers looking for additional nutritional support as they explore plant-based diets. As this trend continues, we can expect more companies, including Perdue, to innovate and adapt to meet the changing preferences of today’s consumers.
