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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 Dean Best

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

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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.

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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Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
  • Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
  • Perform company-level analysis to understand business model, size, and geographic focus
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
by GlobalData
Enter your details here to receive your free Report.

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