JBS expands its presence in the supplements market
JBS will expand its participation in the supplements market through a partnership with Sanavita. Genu-in was chosen by the Farmax Group to be the exclusive supplier of the key ingredient, collagen peptides, for Sanavita's new Skin&Body line.
The companies aim to promote the importance of controlling raw materials from the source, guaranteeing more sustainable and higher quality products for the consumer. Sanavita's new Skin&Body Collagen is recommended for all ages and will be available on ecommerce from the second half of July. The product can also be found in major pharmacies and health food stores in the coming months.
A pioneer in the supplementation market, Sanavita is considered a reference in its segment. Genu-in, which operates in the B2B (Business to business) market, uses co-products from the bovine chain to produce collagen peptides, reinforcing the concept of circular economy in JBS's value generation ecosystem. The collagen produced by the company meets major international trends, positioning itself as a vital protein for the body with 360º benefits.
"There is a very interesting synergy between the two brands in terms of positioning, as both believe in intelligent supplementation through science, consistency and quality in the product, in addition to sustainable actions such as the circular economy, generating value in the production chain", observes Ricardo Gelain, executive director of Genu-in. The proposal of Genu-in Life collagen goes in this direction, as in a single product the consumer has access to a 360º integrated action mechanism for the entire body. "It is a new positioning in the market and we are happy to be chosen by Sanavita, an iconic and pioneering brand in the supplementation market", he adds.
For Diogo Campos, CEO of Sanavita, the expectation with the partnership is to make collagen increasingly accessible to the public, facilitating communication and the concept of supplementation. "The partnership with Genu-in reinforces our commitment to science and innovation. The traceability system and production process technology guarantee high quality and efficient raw materials. The purpose is to bring a new concept of collagen to the market, looking at the benefits of the asset far beyond the aesthetic issue", says the executive.
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