U.S. meat giant Tyson Foods will launch its plant-based meat in the Asia-Pacific region starting this month.
Tyson Foods, the company behind Jimmy Dean brand sausage, is the biggest American producer of animal meat by sales.
But it's the latest company seeking to cash in on the expanding plant-based market.
Rivals Impossible Foods, Beyond Meat and Nestle have already launched their plant-based products in Asia, as consumer demand grows for more health-conscious, environmentally-friendly foods grows.
Retail sales for meat substitutes in the Asia-Pacific reached over $16 billion in 2020.
And they're expected to exceed $20 billion by 2025, according to data from Euromonitor.
On Tuesday Tyson said it would kick off its plant-based ventures in Asia by rolling out nuggets, strips and bites in Malaysia under its First Pride brand, before expanding into other markets.
The company first launched its plant-based products in Europe late last year under its Raised & Rooted brand.