Seara brings premium trays to supermarket shelves to reinvent the chilled chicken market in Brazil
This model offers operational and sanitary benefits by eliminating the need to handle the cuts before displaying them on supermarket shelves.
In a move to add value to a category historically treated as a commodity, Seara, owned by JBS, is launching a new generation of packaging for chilled chicken in Brazil to reposition the segment in a market with growth prospects.
The initiative combines packaging design with greater transparency and a preservation technique that uses Modified Atmosphere Technology (MAT), a process that replaces oxygen with a mixture of purified gases to slow down oxidation, ensuring a drier product and preserving freshness for longer, without the use of any preservatives or additives. The solution also includes a double absorption system that reduces the presence of liquids in the packaging.
For retailers, the model offers operational and sanitary benefits by eliminating the need to handle the cuts before displaying them on the shelves.
According to Daniela Zucchini, Marketing, Trademarketing and Foreign Market Director at Seara, the project was born from conversations with consumers and retailers about the challenges of the category. “We understood the pain points in the commercialization of chilled products by listening to the brand's consumers and 35 supermarket chains. From there, we sought benchmarks in markets already developed in chilled chicken solutions, such as the United Kingdom and the USA. This was fundamental to repositioning the category and offering products ready for display, portioned in the right size to add value at the point of sale,” she states.
The new line arrives on the market with five cuts: chicken breast fillet (600 g), chicken wing drumette (600 g), chicken thigh (600 g), chicken thigh fillet (600 g), and chicken breast fillet (700 g). For the Macedo brand, a traditional name in Santa Catarina, the strategy includes launching the first fixed-weight whole chilled chicken in Brazil using the same packaging technology as the cuts, replacing the plastic bag. The product, which is also sold in premium trays, eliminates the need for handling by the retailer, who can simply price it and place it on the shelf.
The investment comes at a time of good prospects for the chilled poultry segment in Brazil. Data from Kantar indicates that the category has room to grow: currently, chilled products represent about 45% of the poultry market, while frozen products account for 55%.
Among the factors driving this expansion is the search for convenience. According to an internal study conducted by Seara, which included 500 consumers, 30% prioritize freshness and the ability to see the product at the time of purchase. In this scenario, the management of the refrigerated section gains strategic importance for retail, allowing for greater differentiation of the offer and attracting consumers interested in products ready for immediate consumption.
“Putting the customer at the center of decisions is an ongoing process. We developed a solution that simplifies the purchasing routine, facilitates handling in retail, and raises the standard of convenience in the category,” says Zucchini.
INTERPORC's stand, located within the Spanish pavilion of ICEX Spain Exports and Investments, rec...
The TIF system has established itself as one of the most reliable export platforms through more t...
The Chilean Agricultural and Livestock Service (SAG) issued a statement clarifying the situation ...
