JBS brand reinforces its strategy with the most complete portfolio on the market and solutions aligned with the new demands of Brazilian consumers.
Seara, a JBS brand, has just achieved leadership in the Brazilian frozen lasagna market, becoming the top-selling brand in the category in the country at the beginning of 2026, according to Nielsen data. This result reflects the evolution of a market driven by consumers’ growing demand for practicality and convenience, and the rapid expansion of air fryers in Brazilian homes. In this context, the brand anticipated the trend by launching the first line of lasagna developed specifically for this type of cooking.
Lasagna dominates the frozen ready-meal segment in Brazil, representing approximately 50% of category sales. It’s a market that generates around R$ 2 billion annually, according to Nielsen. Data from Kantar shows that, in 2025, the market grew 3.4% in volume, 3.4% in price, and increased its penetration in Brazilian households by 4.1%, reaching 33.4% of the country’s homes. Seara is the most present brand in homes and the only one that registered growth during this period.
“We continuously monitor the evolution of consumer behavior through research to develop products that deliver practicality, quality, and flavor. Our strategy combines innovation, pioneering spirit, and a complete portfolio to strengthen the category and offer solutions that meet different consumption moments ,” says Michele Srour, Category Marketing Director at Seara.
One of the brand’s main innovation bets was the recent launch of the first line of lasagnas developed especially for preparation in the Air Fryer, available in Bolognese, Chicken and Four Cheese flavors, each weighing 300g, in an ideal format for preparation in the appliance, ready in about 15 to 20 minutes. The innovation of this line was born from anticipating a change in behavior, keeping pace with the rapid expansion of the appliance and creating an innovation in the way it is consumed within the category.
According to Kantar, air fryers are already present in 64% of Brazilian homes, a percentage that has practically doubled in just a few years, consolidating the appliance as one of the main allies in the domestic routine. This presence reaches 85% in homes that consume frozen meals, according to internal research. In 2022, penetration was 36.2%. At the same time, quick meal preparation occasions represent more than 30% of meals prepared at home, reflecting a growing demand for convenience, speed, and practicality.
Aware of the growing demand from part of the population for a higher protein intake, Seara has also recently expanded its Seara Protein line with the launch of Lasagna Bolognese, which offers 24 grams of protein per serving.
Another competitive advantage of Seara lies in the breadth of its portfolio. With recent innovations and recipes already familiar to consumers, the brand now boasts the most complete line of lasagnas on the market. “By bringing together the most complete portfolio of lasagnas on the market, we are able to combine tradition and innovation, with products that meet the new demands for quality, flavor, and convenience, in addition to great variety ,” emphasizes Michele.
