Seara presents new visual identity for the Middle East at Gulfood 2026
Seara presents its new visual identity and strategic positioning for the Middle East region during the 2026 edition of Gulfood, the largest and most influential food and beverage trade show in the world. The event is considered the main global meeting point for the food industry, serving as an essential platform to dictate consumer trends and strengthen partnerships in strategic markets, especially in the MENA region (Middle East and North Africa).
In addition to Seara, attendees will see new products from JBS's brand portfolio, including Friboi, Swift, 1855, 5 Star, Imperial American Wagyu Beef, Blue Ribbon, Acres Organic, AHM Black, Southern Pinnacle, Great Southern, Little Joe, Portoro, Riverina, Rigamonti, Novapron, and Pilgrim's.
During the trade show, Seara will unveil its new packaging for its entire product portfolio. The redesigned look, which highlights the iconic orange color present since 2016, aims to offer clearer navigation on the shelves through an enhanced visual hierarchy, strengthening brand recognition and consolidating its leadership in the frozen food category. This move celebrates Seara's successful trajectory in Saudi Arabia, the result of constant investments in research, development, and technological intelligence.
Along with the new visual identity, the brand is launching a new strategic positioning in the Middle East region. Through the campaign "Seara – you either love it, or you've never tried it," starring renowned TV star Joelle Mardinian, the brand reinforces its commitment to offering superior flavor that wins the trust of families. The initiative introduces the new slogan "Go Tastier," which is presented as the name of an exclusive program in the campaign videos, solidifying Seara as the preferred choice for consumers who demand exceptional quality in every meal.
According to Seara MENA's Marketing Director, Monique Oliveira, the new visual identity and presence at Gulfood elevate the brand's positioning to a new level of desirability and trust. “ The 'Go Tastier' concept allows us to genuinely connect with the lifestyle of local consumers, transforming each meal into an unforgettable flavor experience and reaffirming our commitment to excellence in a market as dynamic as the Middle East.”
To further connect with the local audience, Seara is the official sponsor of The Voice: Ahla Sawt on MBC1, the largest broadcaster in the MENA region. Throughout the season, the Seara food truck is present on the recording sets, serving complete meals to participants, family members, and the production team. This strategic partnership reflects the brand's passion for celebrating talent, creativity, and unity. Bringing the flavor of Seara into the most popular entertainment moments in the region.
Taking advantage of the event, Seara also announces the strategic launch of its Whole Chicken (Griller) and Chicken Cuts line in Saudi Arabia. The project is the result of a partnership with the Arabian Company for Agricultural and Industrial Investment (ENTAJ), a local leader in poultry production, combining JBS's global scale and technical expertise with the Saudi partner's deep regulatory knowledge and production capacity.
As part of its growth plan, JBS recently inaugurated its Saudi Arabian plant with an investment of nearly US$85 million. The factory covers 41,000 square meters and is expected to double its production to 30,000 tons by the end of 2026, strengthening local food security and positioning the country as a global center for halal food exports.
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