Meat brand Smithfield Foods—the world’s largest producer of pork—will launch a plant-based meat line under its Pure Farmland brand in stores starting mid-September. The soy-based product line includes breakfast patties (in original and maple flavors); burger patties (one that is “Simply Seasoned” and another stuffed with dairy-free cheddar alternative); and meatballs (in “Homestyle” and Italian flavors, the latter made with dairy-free Parmesan alternative). The line also features two flavors of “starters” (Simply Seasoned and Mild Italian), plant-based meat crumbles which can be added to recipes for a boost of plant-based protein. “We’ve been exploring the alternative protein space, and have taken our time to get it right,” John Pauley, Chief Commercial Officer for Smithfield Foods, said. “With this launch, we are bringing together our expertise in creating market-leading food products, our organizational commitment to sustainability, and our deep understanding of ‘flexitarian’ consumers, to deliver a broad variety of flavorful plant-based protein choices that consumers want and can afford at a great value.” Smithfield Foods’ competitors Tyson Foods and Perdue have both developed lines to target so-called “flexitarians.” However, unlike Smithfield Foods, the meat brands formulated their new lines with animal products such as eggs and beef, effectively cutting out a segment of consumers looking for fully plant-based options. Smithfield Foods’ plant-based meat line will be packed in trays that are made from more than 50-percent recycled materials and available in the refrigerated section of grocery stores nationwide.