Tyson Foods Launches Tyson Brand in European Food Service
US-based Tyson Foods, one of the world’s largest food companies and a recognised leader in protein, has introduced a range of chicken products under its Tyson® flagship brand in the European food service market, which includes restaurants, some cafeterias and caterers. The brand has 28 frozen products with categories ranging from coated, skewers, raw and fried. All products are crafted within Tyson innovation centers to meet consumer’s taste preferences with sustainability in mind.
Tyson Foods has had decades of bringing quality food to people in the US and across the world. The company’s international growth and experience in protein product development, manufacturing, distribution and marketing makes it uniquely positioned to introduce the Tyson® brand in Europe.
“The world is evolving quickly, and today’s customers are faced with obstacles and adapting quickly to changes,” says Brett Van de Bovenkamp, Regional President for Tyson Foods Europe. “We provide our customers with locally relevant solutions by leveraging insights, innovation, R&D capabilities and resources across markets.
“Our flexible supply chain allows us to support our customers and their growth by offering best in class service and supply contingency. The European Tyson products are sourced from our Tyson Foods businesses in the Netherlands, Thailand and our joint venture in Brazil.”
Tyson Foods is focused on understanding and responding to the preferences of consumers in the European market.
“With two innovation centers in Europe, we have access to talented in-country teams, who are helping us serve new customers, channels and geographies,” says Felipe Castillo, Director of Marketing and Innovation for Tyson Foods Europe. “Our goal is to address needs of customers utilizing a comprehensive portfolio of products, including Tyson products, while keeping sustainability top of mind.”
Transparency and Sustainability
Sustainability is fundamental to Tyson Foods’ core values with commitments to provide customers and consumers with the diverse, nutritious and affordable protein options they want and need, in a way that is socially conscious and environmentally responsible. The multilingual packaging for the products contains a total of 13 languages, addressing the language and labeling needs of customers. All packaging is also fully recyclable, items produced in Europe packaged in a recyclable 50 percent bio-based plastic material and items sourced from Thailand and Brazil packaged in recyclable monolayer plastic.
Tyson® frozen products are delivered with an average shelf life of 18 months and are calibrated, which enables chefs to control portions and encourages zero food waste.
Global demand for protein is growing along with the world population. Euromonitor estimated that more than 90 percent of protein consumption growth in the next five years will occur outside the United States. Tyson Foods is committed to continue building the Tyson® brand in Europe with more products expected to launch as well as resources to assist customers.
Tyson Foods acquired BRF’s European business in 2019, building on the company’s growth strategy to expand offerings of value-added protein in global markets and to better serve customers in Europe.
