Tyson Foods launches brand into European foodservice

Tyson Foods launches brand into European foodservice

Tyson Foods, Inc., one of the world’s largest food companies, has introduced a range of chicken products under its Tyson flagship brand in the European Foodservice market, which includes restaurants, some cafeterias and caterers.

The brand has 28 frozen products with categories ranging from coated, skewers, raw and fried.

“The world is evolving quickly, and today’s customers are faced with obstacles and adapting quickly to changes,” said 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 says it 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,” said 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

The multilingual packaging for the products contains a total of 13 languages. Tyson says 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 a recyclable monolayer plastic.

Tyson frozen products are delivered with an average shelf life of 18 months and are calibrated, to enable chefs to control portions and to encourage zero food waste.

The company says it is committed to continuing to build its brand in Europe with more products expected to launch as well as resources to assist customers.

It also acquired BRF S.A.’s European business in 2019, building on the company’s growth strategy to expand offerings of value-added protein in global markets and to serve customers in Europe.

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