Tyson APAC receives Product Launch of the Year – Thailand award for plant-based products

It aimed to send the message that plant-based food can be affordable.

Based on consumer insight research, it was clear for Tyson International APAC that the consumer pain point from trying andplant-based products was due to taste and texture.

Currently, plant-based products in the market only focus on its sustainability impacts but lose sight of the real barrier of the category: taste and texture, causing anyone who enters the category to lapse.

Seeing this gap, Tyson APAC launched First Pride plant-based brand with a goal to break the stereotype that alternative protein does not taste as good as traditional meat.

The company directly addressed this consumer pain point by innovating its products to have a 3-step coating system to ensure maximum crispiness with a delicious recipe to excite any flexitarian. It also has created a unique substrate made from wheat, soy, citrus fiber, and bamboo fiber for a meat-like texture. Apart from having products that are high in protein and high in fiber, the company also claims that it has 0% cholesterol.

It likewise directly communicates with its consumers with a tagline that is roughly translated as, "So good that you forget it’s made from plants!"

To help consumers better understand that its products mimic the taste and texture of chicken, Tyson APAC chose the T-Rex as its presenter. As a well-known carnivorous creature, it became a true representation of meat-lovers.

In its campaign, Tony the T-Rex enjoys First Pride products due to its tasty and meat-like texture.

Its current range, the Snack Series, features mimic chicken products, offering it as a good alternative for flexitarians who enjoy poultry meat but would like to explore a healthier option.

In August 2021, First Pride launched Popcorn Bites which includes real popcorn flakes, Larb Bites which has a flavorful Thai twist, and the classic Crispy Nuggets—all of which have been very well received by customers.

For its First Pride Snack Series, Tyson International APAC Limited received the Product Launch of the Year – Thailand in the recently concluded FMCG Asia Awards hosted by Retail Asia.

The awards programme celebrates the most outstanding companies in Asia Pacific's FMCG industry that have shown exemplary performance with their innovative products and initiatives.

Moreover, within the same year, First Pride’s Crispy Nuggets also won the Best Plant-based Meat award from Root the Future (Thailand's largest plant-based/vegan & sustainability community).  This is a popular vote award where the public votes for the best vegan products in each category. 

To ensure a strong & impactful launch, the company implemented multiple initiatives, such as on-ground activation with samples, KOLs reviews both on Instagram and YouTube, video advertisements, and out-of-home advertisements.

Among its key achievements include its hero video reaching over 11 million people.

The product line also gained strong distribution in all major retailers such as Lotus’s, Lotus’ Express, Lotus’s Go Fresh, Big C, Central Food Hall, Tops, Gourmet, Home Fresh Mart, Villa, Foodland, MaxValu and Rimping. It has also implemented in-store visibility at retailers, such as wobblers and dividers of Tony the T-Rex enjoying First Pride’s products, as well as stickers placed on the pack. 

Furthermore, its online repeat purchase on Shopee was recorded at 16% and gained rankings of 4.9 stars.

To be accessible to consumers, the First Price Snack Series is now being offered at competitive pricing, at only 99 THB for 170g, which is a suitable pack-size for trial consumers.

Compared to other global brands, the company said that its pricing is much more affordable, thus encouraging new consumers to try their products.

You can follow the First Pride on Facebook at First Pride or on Instagram at @firstprideth for more information.

Watch the interview below to know more about their winning project: