In a sign of just how fast the meat-substitute market is growing, Tyson Foods said Thursday it will be coming out with nuggets made from pea protein instead of chicken. This is the same Tyson Foods that killed 2 billion chickens last year as the nation's biggest meat company, notes the Wall Street Journal. Tyson's plant-based offerings will be sold under a new brand, Raised & Rooted, with the nuggets out this summer and other products to follow. The move comes amid the rising popularity of companies such as Impossible Foods and Beyond Meat. In fact, CNBC notes that Tyson's stock jumped 3% on the news, while Beyond Meat's dropped 4%.
Could this be a fleeting fad? The Guardian takes notes of a report from global consulting company AT Kearney that suggests otherwise. The takeaway stat? The report predicts that 25% of "meat" consumed in 2040 will be a plant-based substitute. Additionally, the report projects that 35% of all meat by that time will be "cultured"—essentially, grown in a lab instead of taken from slaughtered livestock. The upshot, then, is that 60% of meat in two decades will come from sources other than the traditional livestock industry, according to the Kearney estimates. (When a meat lobbyist tasted the Impossible Whopper at Burger King, he warned that the meat industry better pay attention.)