JBS’s Seara unveils Middle East visual identity and market strategy at Gulfood 2026
Brand introduces updated packaging and regional positioning during Dubai trade fair
UAE – Seara has presented a new visual identity and market positioning for the Middle East during Gulfood 2026, using the Dubai-based trade fair as the platform to outline how the brand plans to compete in a region it views as a priority growth market for frozen and processed foods.
Held annually in the United Arab Emirates, Gulfood functions as a deal-making and trend-setting venue for global food manufacturers, and Seara’s participation places it alongside other JBS-owned brands that are using the event to introduce products and outline regional strategies across the Middle East and North Africa.
Alongside Seara, JBS is exhibiting products from a broad international portfolio that includes 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, reflecting the group’s multi-protein approach in the region.
Packaging and brand positioning
During the exhibition, Seara is rolling out redesigned packaging across its full range, retaining its long-standing orange colour while adjusting layout and product cues to improve shelf clarity and consistency across different retail formats.
The packaging update is part of a broader repositioning strategy in the Middle East, where the company has built a growing presence in Saudi Arabia through investments in product development, supply chains, and local partnerships over the past several years.
As part of the repositioning, Seara has launched a regional marketing campaign centered on the slogan “Go Tastier,” featuring television personality Joelle Mardinian and aimed at strengthening recognition among household consumers.
According to Monique Oliveira, marketing director for Seara MENA, the new look and messaging are intended to better align the brand with local consumption habits and expectations in a highly competitive frozen food market.
Local partnerships and Saudi expansion
Beyond marketing, Seara used Gulfood to confirm the launch of whole chicken and chicken cuts in Saudi Arabia through a partnership with the Arabian Company for Agricultural and Industrial Investment (ENTAJ), combining JBS processing expertise with local production capacity and regulatory knowledge.
The product rollout follows the recent opening of a JBS poultry facility in Saudi Arabia, built with an investment of nearly US$85 million, covering 41,000 square metres and planned to reach an annual output of 30,000 tonnes by the end of 2026 as part of the country’s broader food security and halal export ambitions.
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