Springdale, Arkansas-based Tyson Foods, the world’s largest processor and marketer of beef, chicken and pork, is to expand the use of the Tyson brand into other proteins and product categories.
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The Tyson brand will replace the Thomas E. Wilson brand on roasts and other further processed beef and pork products and case ready pork. Tyson will initially convert all Thomas E. Wilson branded case ready beef to clear film packaging with no brand affiliation. These conversions will begin immediately and should be completed over the next six months, depending on the product category.
Chairman and CEO John Tyson explained: “This strategic decision results from extensive research and evaluation of customers and consumers over the past twelve months. Consumers clearly identify the Tyson brand as one of the strongest and most trusted in America with 95% recognition. A conversion from the Thomas E. Wilson brand to the Tyson brand will accelerate our ability to meet the needs of our customers, maximize our brand building efforts with consumers, and is the best long-term strategy for our company.”
The conversion of the Thomas E. Wilson brand will affect products in three different categories: roasts and further processed beef and pork items, case ready pork, and case ready beef. Each category was evaluated on how best to meet the needs of Tyson’s customers and consumers.
Branded roasts and further processed products
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By GlobalDataAccording to research conducted by Tyson Foods, the overwhelming majority of consumers say it is appropriate for the Tyson brand to be utilised on roasts and other further processed beef and pork items. This is the result of the company’s successful history of producing further processed items for both the retail and foodservice markets.
Additionally, there are already further processed beef and pork items currently being marketed in foodservice and retail channels with products such as meal kits and sliced and diced items in bags and boxes under the Tyson brand.
Research indicates that 75% of consumers believe it is appropriate for the Tyson brand to be on pork because of Tyson Foods’ 67 years of producing quality poultry products.
According to Tyson: “We know consumers will accept Tyson case ready pork because we test-marketed such products in the mid-1990s during our previous involvement in the red-meat business. We elected not to expand the test market due to the scale at which we were operating in the pork business. Last year’s acquisition provides us the effective scale to execute this strategy.”
“We fully recognise our retail customers’ desires to create ways to differentiate their fresh beef programmes in the marketplace,” Tyson added. “The decision to offer our beef in unbranded form for now will enable our customers to provide products uniquely manufactured to meet their specific product and marketing needs. Our longer-term strategic goal will be to offer a limited number of value-added and branded fresh beef products.”
