Seara Invests in Innovative Technology to Expand Consumption of Breaded Products in Brazil

Seara is found in 90% of Brazilian households and recognized for its quality, flavor, innovation, and leadership in several categories of the food market. The brand is now expanding its operations in the segment of breaded products with an eye on the high growth potential of this category in the Brazilian market. Seara will launch 10 new breaded products with a focus on innovation, variety, and quality in a bid to revitalize the category, expanding its portfolio and catering to all consumption occasions.

Traditional on the plates of consumers, frozen breaded products in Brazil still have a large potential for growth when compared to the penetration rates in foreign markets. While these products are present in 33% of Brazilian households, this rate jumps to 54% in the United States and 66% in the United Kingdom. “We want to give a new meaning to the category in Brazil since this is a traditional dish in Brazilian households. Consumption is not higher because there is a lack of variety and high-quality options. Seara’s new line comes to solve this consumer demand”, says João Campos, Seara’s CEO.

Besides the great potential for consumption growth, the breaded products segment has shown great expansion in the short term, growing, on average, at an annual rate of 7.4% in recent years. This move is supported by a trend of consumers cooking more in their homes. According to a recent survey by Kantar, home cooking increased by 46% from 2021 to 2022. Market estimates indicate that the annual revenue of this category is around R$ 2.9 billion (roughly US$550 million), with an average ticket 15% higher than non-breaded frozen products.

Seara’s new food line consists of 10 different types of breaded products produced 100% with chicken breast, shaped in snack format, and chicken thighs, bringing to the consumer practicality, variety, flavor, and different consumption occasions. The brand’s strategy focuses on further increasing the quality of its products. The new portfolio of breaded products is expected to reach the main sales outlets between April and May of this year.    
“We have identified that Brazilians love breaded products, and seek even more convenience and versatility. For this reason, Seara’s new line increases the variety of breaded products available in the market. With this move, consumers will now have the products they have always wanted or prepared at home ready for consumption,” says Gabriela Pontin, Seara’s Executive Director of Prepared Foods.

New Operations in Rolandia

Seara’s entire strategy to reinvent the breaded products category is reinforced by the first phase of operations of the Rolandia (PR) plant. Totaling R$ 1 billion (roughly US$200 million), this is the largest investment JBS has made in the business since its acquisition in 2013. Built on a 257,000 square meter (sqm) plot of land, with a constructed area of 54,000 sqm, the new plant incorporates the main technologies of Industry 4.0 and sustainability. During the construction stage, the enterprise created more than 1 thousand jobs in the region.
This is Seara’s most automated plant in Brazil and one of JBS’ most modern plants worldwide, with robots on its production and packaging belts, technologies integrated with artificial intelligence, and cloud data storage. The plant was also designed in line with sustainability protocols, such as rainwater collection, solar power generation in the parking lot, and use of electric vehicles.

The Rolandia operation is divided into two stages: the first, started now, focuses on the production of breaded products. The second, expected for the second half of 2023, will include sausage production. With this, the enterprise will create 681 job openings and inject a payroll of R$ 31 million per year (roughly US$ 6.2 million) into the economy of Rolandia and the surrounding region. This project is part of the R$ 8 billion(roughly US$1.6 million) investment plan announced by the business at the end of 2019.

Seara Starts Campaign for Breaded Products on ‘Big Brother Brazil 23’ (BBB)

To reinforce the brand’s presence on the table of Brazilians, Seara will have two great events connected to the launch of its breaded products line. The first is ‘BBB23’, which will be the stage for the presentation of the new products, inside and outside the most watched house in the country. The second is at ‘The Town’, the latest music, culture, and art festival in São Paulo, which will take place in September of this year and will bring together thousands of people.

“We believe that the territories of music, entertainment, gastronomy and cuisine are part of the construction of memories in people’s lives and allow the brand to be part of rich conversations. With that in mind, we understand that both ‘BBB’ and ‘The Town’ are opportunities for us to legitimately participate in conversations around these themes,” says Seara’s CMO, Frank Pflaumer.

Increasingly present on the tables of Brazilians, Seara has established its leadership in the market with important achievements. In the last 8 years, it was recognized as one of the Brazilian brands that has evolved the most according to Kantar’s 2022 Brand Footprint ranking. It was also listed among the five most popular brands chosen by Brazilians, due to its growing penetration and repurchase rates. In 2022, Seara’s brand preference doubled, reaching the highest level in its history. In addition, it became Brazil’s most valuable brand in the sector (2022 Most Valuable Brazilian Brands Ranking, IstoÉ Dinheiro magazine).

“In the entertainment territory, ‘BBB’ is our choice to present this launch because, like Seara, this reality show is democratic and reaches a significant number of people, so it can potentially work as a great showcase,” says the executive. “While ‘The Town’, the latest and most anticipated festival in São Paulo, is the ideal stage for us to take the unique flavor and quality of Seara’s new line of breaded products. Through actions and activations, we will highlight the distinctive characteristics of the brand’s products to thousands of people,” adds Pflaumer.

• Seara