With 52% of flexitarians in Brazil, Incrivel!, the plant protein leader in Brazil, launches six new day-today plant-based dish options
28 | 05 | 2023
Brazil is a diverse, multicultural country, but with one thing common to every region: good quality food. Increasingly concerned about health and sustainability, flexitarians (people looking to include new protein sources in their diet) now account for 52% of Brazilians, according to a Kantar Ibope survey in 2022. While at the time willing to try out new products, this group will not sacrifice familiar flavors, aromas and textures. To serve this growing public, Incrível!, A leader in the plant protein segment in Brazil, is launching six products that put variety and convenience on the table, with the flavor of family recipes. These are breaded chicken fillet products and fish fillets; penne and lasagna Bolognese pastas; and chicken and cream cheese and pepperoni and mozzarella cheese pizzas.
The new releases launched at the APAS SHOW 2023 are here to expand the options and occasions surrounding consumption by those looking to include new sources of proteins in their food, while also strengthening the commitment of the brand to democratizing plant protein in Brazil.
“Brazil is one of the largest global markets and with huge potential for expanding the consumption of plant-based products. Nevertheless, the category still enjoys low penetration in Brazilian homes while in the United States it already accounts for 20% and with a turnover of 1,2 billion dollars. The plant-based market saw sales volume grow by 54% between 2020 and 2022, led by Incrível!, which grew by 100% in the same period. The category grew by 33% market share of frozen foods in the same period, demonstrating the potential of this segment for Brazilian retailers”, says Camille Lau, marketing and trade officer for Incrível!
Every new Incrível! Product launch is the result of research to understand which recipes Brazilians consume most frequently and to offer a complete and varied menu that serves the main meals. This reinforces the study “The Brazilian consumer and the plant-based market” by The Good Food Institute, which reveals that 53% of interviewees prefer to consume plant protein at home, and the moments when they most want to have an alternative plant-based option are in day-to-day meals (59%) and quick snacks (54%).
At the relaunch of the in 2022, Incrível! enhanced the formulations of 14 items on the portfolio, with tastier, more natural and more nutritious products. “We are always doing sensorial and consumer-based evaluations while constantly improving our formulations to always have the best products on the market, both in terms of flavor and from the nutritional aspect. We have also expanded our offerings – 12 new items of which 6 new retail products and 6 for the Food Service industry, increasing the retail portfolio to 20 items, with the largest offering for consumers covering even more consumption moments”, asserts Camille.
“The Incrível! innovations offer the retail market, in an unprecedented way, the highest volume categories of the frozen food market in a 100%-plant based version. The initiative aims to offer consumers their favorite dishes in a practical, convenient and affordable manner”, she adds.
As leader of the segment in Brazil, the brand has the largest and most complete plant-based portfolio on the domestic market, with products ranging from snacks to prepared dishes, and continues to expand with the focus on the nutritional quality of food. The entire line uses 100% certified non-genetically modified soybean from non-deforestation regions.
“Consumers are willing to try product of 100% plat-based origin, but they are demanding in terms of taste. That is why we are investing in the high quality of our recipes. The pizzas ferment naturally for 12h, and contain Italian sauces and flours, for example. What’s more, people also appreciate convenience, which is why all new launches take just a few minutes to prepare, without defrosting”, concludes Camille.
Escrito por: Oxigenweb