Meat giant Tyson has announced it will be releasing plant-based meal bowls.
The range, called 'Green Street', will be grab-and-go items which are rich in protein.
The move follows Tyson bosses admitting that they have to look to alternative protein sources in order to stay competitive.
Speaking about alternative protein at a conference last year, President and CEO of Tyson Foods Tom Hayes said: "If you can't beat em, join em, right?
"It's not that they want to completely destroy us - the company is Beyond Meat.
"One of the things we believe is that protein is going to continue being in demand.
"And we don't just think of animal protein. 96 percent of consumers in the US eat animal protein, but any kind of protein."
Tom Hayes talks alternative protein
Regarding the new launches, Hayes said: "Tyson Foods is transforming from a company with a strong heritage in chicken to a modern food company that is challenging the industry status quo.
"Consumers expect more from food companies today, and we’re up for the challenge.
"We’re combining our size and scale with agility to make food people want to eat. That’s driving our business and helping us deliver top-tier returns for shareholders."
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Maria is the Editor of Plant Based News. A former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle. You can follow her on Twitter @MariaChiorando and Instagram @mariachiorando.
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