Genu-in Solutions expands its presence in the B2B market and now offers integrated solutions, from ingredient formulation and supply to the necessary steps to bring new products to market.
The food industry’s race for higher-protein products is taking the nutrient to unexpected places. From breakfast to happy hour, the ingredient has begun to occupy different moments of the daily routine, a movement that opens new avenues for growth and innovation for the industry. It is in this market that JBS wants to expand its operations with the creation of Genu-in Solutions, a new business arm of Genu-in, a JBS New Businesses company specializing in collagen peptides and gelatin.
The strategy follows changes in consumer behavior, such as increased attention to health and well-being and the search for more convenient ways to incorporate protein into the diet. Previously concentrated in main meals and supplements, protein is now expanding into new categories, from cream cheese to beer. This expansion of applications is occurring in a global market expected to reach US$101.62 billion in 2030, with an average annual growth of 6.2%, according to Grand View Research.
The new operation was created to help other companies transform this market opportunity into products. Focused on B2B clients, this business unit expands Genu-in’s reach beyond supplying ingredients and providing technical support for their application. The goal is to integrate different stages of product development, from formulation conception to regulatory evaluation, stability studies, production, communication, and logistics. Project work follows a flexible model that can be structured according to each client’s needs, from a specific stage to a full-service solution .
Among the first solutions developed within the new scope is a protein puff snack , created over 18 months. With 44% protein, the product has already passed regulatory stages and stability tests and is ready for retail sale. The company is also working on developing applications such as collagen gummies and ready -to-drink (RTD) beverages.
“ With Genu-in Solutions, we advance from ingredient to final product development, combining our protein expertise with research and technology. By integrating the entire development process into a single platform, we facilitate the path between a market opportunity and a product ready to reach the consumer. It’s a way to accelerate innovation while reducing risks for our partners ,” says Ricardo Gelain, president of JBS New Businesses.
An evolution built in three stages.
The creation of this new business unit is the result of a journey that began in 2022. Initially, the company focused on the development and supply of collagen peptides and gelatin, investing in research and scientific validation of the ingredients. With the growth of customer interest, in addition to supplying raw materials, the company began providing technical support in incorporating collagen and proteins into different food and beverage matrices. In recent years, this work has led the company to participate in client projects in categories such as supplements, yogurts, cream cheese, bars, snacks, ready meals, protein waters, and non-alcoholic beers.
The new operating model represents an evolution of this trajectory. Instead of being an ingredient supplier and consultant, the company becomes a strategic partner, bringing together technical knowledge, development capacity, and a network of partners to conduct different stages until a solution is ready to reach the market.
Research applied to industry
Adding protein to different foods and beverages is far more than just adding an ingredient to a recipe. Each matrix presents its own challenges in terms of solubility, flavor, texture, transparency, and stability. Solving these issues is part of the work required to transform a laboratory formulation into a product capable of being produced on an industrial scale.
One of the structures supporting this work is located in Campinas (SP). The Collagen Innovation and Development Center, created by JBS in partnership with the Institute of Food Technology (Ital), brings together researchers from the institute and protein specialists from Genu-in and Novapron+ to research and test applications in different food and beverage matrices.
A world pioneer, the center allows projects to advance from the laboratory bench to pilot plants before reaching industrial scale. The work can be done independently or in partnership with clients and covers sectors such as dairy, beverages, meat products, bakery, chocolates, candies, and snacks. It is there that practical aspects of a new formulation can be tested: how much protein a product contains, how the ingredient affects flavor or texture, how it behaves throughout its shelf life, and what adjustments are needed before scaling up.
“ It’s not enough to just add protein to a formulation. Each food or beverage has its own characteristics, and the ingredient needs to function within that matrix. The Ital structure allows us to test these interactions at different scales and bring the research closer to the conditions found in the industry ,” says Vivian Zague, Director of Research, Health and Nutrition at JBS.
