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Tyson Foods, Inc., the world’s largest chicken processor, said Tuesday it is now producing all of its Tyson brand fresh chicken from birds raised without antibiotics and selling the products at a price “substantially less” than most competing niche brands.

Tyson said the chicken products are being distributed nationwide this week under the company’s “100% All Natural, Raised Without Antibiotics” brand in newly designed packaging.

“We are the first major poultry company to offer fresh chicken raised without antibiotics on a large scale basis and at an affordable price for mainstream consumers,” said Dave Hogberg, senior vice president – Fresh Meal Solutions for Tyson. “Because of the size and scale of our operations, we’re able to convert our entire branded business and assure supply to our customers.”

Although the chicken will cost more, Tyson said its market research shows the higher price is well below the additional cost consumers say they are willing to pay for such products.

“According to our research, 91 percent of consumers agree it’s important to have fresh chicken produced and labeled ‘raised without antibiotics,'” said Dick Bond, Tyson president and chief executive officer.

Last month, the company switched its entire foodservice line of marinated, uncooked chicken to the “100 percent All Natural” brand thanks to its proprietary Enhanced Flavor Technology (EFT).

The term “natural” may be used on labeling for meat and poultry products provided they do not contain any artificial flavor or flavoring, coloring ingredient, or chemical preservative, or any other artificial or synthetic ingredient, according to the USDA’s Food Safety and Inspection Service (FSIS).

The policy also said a product and its ingredients are not allowed to be “more than minimally processed.” Springdale, Ark.-based Tyson is also the largest processor of beef and pork, and is the second-largest food production company in the Fortune 500.

The company said it expects to convert its Tyson Deli Rotisserie and Marinated Raw Breaded eight-piece items to “Raised Without Antibiotics” starting early next month and Tyson retail individually quick frozen chicken by the end of August.

Tyson said it uses therapeutic antibiotics only to treat or prevent disease in a “very small percentage” of its poultry flocks and will continue to do so on birds when necessary, but products from those birds will not be sold under the “Raised Without Antibiotics” label.

Tyson is promoting “100% All Natural, Raised Without Antibiotics” chicken as part of the company’s new $70 million marketing campaign titled “Thank You.” The marketing plan includes TV and radio advertising, plus strong consumer promotions to drive new and repeat purchases.