Seara launches Brazil's first line of frozen protein meals
This new product represents a market milestone, offering three complete meals with more than 30g of protein.
In response to a global shift in consumer behavior, JBS's Seara is launching Brazil's first line of frozen protein meals: Seara PROTEIN, which will debut on shelves in São Paulo state this month. The new product represents a market milestone, offering three complete meals with over 30g of protein, less than 340 calories, and an innovative differentiator: the addition of collagen from Genu-In, a JBS Novos Negócios company.
The launch comes amid a growing global trend: the search for protein-rich foods compatible with new wellness routines, including the growing use of GLP-1 medications to suppress appetite. In the US, where about 12% of adults reported having used such medication, the food industry has been moving to launch "GLP-1-friendly" products with high protein and low calories.
In Brazil, demand for "slimming pens" is also skyrocketing, in a market expected to generate over R$5 billion in revenue by 2025. Meanwhile, 53% of Brazilians report regular physical activity, according to Datafolha, underscoring the importance of solutions that combine convenience, performance, and nutrition. The dishes were developed with ingredients familiar to the Brazilian palate: chicken with vegetables and broccoli rice (30g of protein and 329 calories), pork tenderloin ragu with mashed potatoes (30g of protein and 292 calories), and hash with vegetables and broccoli rice (32g of protein and 340 calories).
"We're launching a new category of protein meals in Brazil. This is a move that connects Seara to the most advanced technologies in global markets and meets a growing demand for functional and practical food ", says Rafael Palmer, Marketing Director of Prepared Foods at Seara. "This launch solidifies our leadership in innovation and expands the strategic role of protein in consumers' daily lives," he adds. "Consumers are looking for alternatives to have a functional diet in their daily lives, and Seara PROTEIN was designed for this new profile: those who want to eat well, with nutritional security, without wasting time in the kitchen", he explains. "It's the type of product that expands the market and creates new consumption opportunities, reinforcing the role of protein as a fundamental part of a balanced diet", adds Palmer.
In addition to its high protein content, the new line includes collagen—one of the most highly recommended supplements by nutritionists—essential for bone and muscle health and skin and hair vitality. Genu-in operates in the B2B market, supplying collagen peptides and gelatin to the food, pharmaceutical, and nutraceutical industries.
The launch is also aligned with major trends driving innovation in prepared foods, such as the pursuit of healthiness, convenience, and flavor. And the products arrive at a time of strong category expansion: from 2018 to 2025, the frozen food market grew 60% in volume, according to Nielsen. This year, the forecast is for a 13.7% increase, driven by factors such as the rise in the cost of eating out and the search for quick and nutritious solutions.
With this new product, Seara is opening a new consumer territory in the country and strengthening its presence in one of the most dynamic segments of the food industry. By repositioning frozen foods to a level of convenience combined with nutritional performance, the brand diversifies its portfolio and contributes to elevating the category toward higher-value-added products.
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