JBS’s Seara introduces premium chilled chicken trays to reshape Brazil’s retail market
Launch targets convenience, reduced handling and higher retail value
BRAZIL – Seara, owned by JBS, has introduced a new range of premium trays for chilled chicken in Brazil, designed to reposition a category traditionally treated as a commodity in supermarket retail.
The rollout aims to add value to the segment through redesigned packaging and clearer product presentation, responding to growth potential in the chilled poultry market across Brazil’s retail sector.
The packaging uses transparent trays combined with Modified Atmosphere Technology (MAT), which replaces oxygen with a controlled mix of purified gases to slow oxidation and help maintain freshness without preservatives or additives.
It also includes a double-absorption system that reduces excess liquid inside the pack, while the ready-to-display format eliminates the need for retailers to handle cuts before shelving, improving operational and hygiene conditions in stores.
Marketing, trademarketing and foreign market director Daniela Zucchini said the concept was developed after discussions with consumers and 35 supermarket chains, alongside benchmarking in markets such as the United Kingdom and the USA.
The new range includes chicken breast fillet in 600 g and 700 g packs, chicken wing drumette, chicken thigh and chicken thigh fillet, all offered in standardised portions designed for easier retail presentation.
The Macedo brand, based in Santa Catarina, is also introducing Brazil’s first fixed-weight whole chilled chicken, using the same tray technology to replace traditional plastic bags and allow direct shelf placement after pricing.
Market data from Kantar shows chilled poultry currently accounts for 45% of Brazil’s chicken market compared with frozen products at 55%, indicating room for expansion in refrigerated offerings.
An internal Seara study involving 500 consumers found that 30% prioritise freshness and product visibility at the point of purchase, shaping demand for clearer packaging and improved shelf experience.
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