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June 17, 2019

Meat giant JBS moves into plant-based with Seara launch

JBS, the Brazil-based meat giant that is the world's largest processor of beef, has unveiled a plant-based version of a burger.

By Beth Wright

JBS, the Brazil-based meat giant that is the world’s largest processor of beef, has unveiled a plant-based version of a burger.

The company has launched the vegan product under one of its flagship Brazilian brands, Seara.

In a brief statement, JBS said the Incrível Burger Seara Gourmet contains soy, beets, wheat, garlic and onion.

The company added: “Seara has understood that it was necessary to provide options for those who did not want to eat a burger of animal origin. In order to deliver an incredible vegan product, the company took two years researching and developing its own formula to be sure that the quality will amaze the vegan and vegetarian consumers with the unmistakable flavor and texture of real meat, besides the similarity in appearance.”

JBS is in the early stages of launching the product and did not provide details on where the new burger would be stocked when approached by just-food.

Meat processors the world over are looking at ways of catering to the demand for alternatives to their conventional products. Some, like JBS, have launched vegetarian or vegan products. Others have acquired or invested in suppliers of meat-free products.

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Last week, three companies in the US demonstrated they believe there is scope for so-called ‘blended’ products, food made from meat and vegetables. US poultry heavyweight Perdue Farms launched a brand, Chicken Plus, under which chicken products containing vegetables and plant-based protein will be marketed.

Hormel Foods, another US business centred on meat, told an investment conference in Paris it would look to continue its development of products containing meat and other proteins. It already markets the Applegate Blend Burger.

And Tyson Foods, one of the largest players in the meat sector globally, unveiled a new brand through which it will market its own blended fare.

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