Tyson Foods is introducing a new line of plant-based meat alternatives across the Asia Pacific under its First Pride brand, marking the first time the company has introduced plant-based products in the region.

First Pride brand has offered frozen chicken, beef and fish products in Malaysia for nearly 15 years.

The new plant-based line will initially consist of frozen bites, nuggets and strips, made with regionally sourced ingredients such as bamboo fibre, soy protein and wheat protein.

The halal certified products will initially launch in Malaysia in retail and via ecommerce and will roll out to other markets in the coming months.

“We’re thrilled to offer Asia Pacific consumers more high-quality protein choices as they explore flexitarian diets,” said Tan Sun, president of Tyson Foods APAC.

“The Asian market is a natural fit for this category with traditional plant-based products like tofu already entrenched in the culture. The key to meeting consumer preferences with new plant-based protein is through innovation and making locally relevant products that taste great, which is our expertise.”

David Ervin, vice president of alternative protein for Tyson Foods, added: “Our global culinary network and scalability positions us well to replicate the success we’ve had in the US in Asia Pacific and provide consumers with great tasting plant protein options.”

Earlier this year, the company expanded its meat alternatives portfolio in the US with four new products under its Raised & Rooted brand.

Tyson Foods also plans to offer its new First Pride plant-based innovations to foodservice customers in the region later this year