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One of the largest makers of bovine collagen and ingredients focuses on health and well-being messages


Sao Paulo, August 21, 2018 – NovaProm, a JBS Novos Negócios company, has unveiled its new branding and reinforced its goal of informing end consumers about the science behind the nutritional health provided by food.

Under the “bringing proteins and ingredients to life” slogan, the identity will be unveiled at the upcoming edition of Fisa – Food Ingredients South America, which will be held in São Paulo from August 21-23.

NovaProm, the largest protein and collagen supplied to the global food industry, hired the Arteria Lifeshare branding agency to analyze its business environment and to produce a roadmap for the brand.

“NovaProm was created in 2002 and since then we have been fully focused on our customer, the food industry. However, in today’s society we also need to address concerns such as healthy eating, longevity and ingredients. There has never been such a wide-ranging debate about nutrition”, said Water Lene, NovaProm’s director general.

Efforts to rebuild the brand have included new graphic elements for the mother brand and the company’s products, modernizing its messages and narrative to better explain the science behind both food and health, an issue now in the global spotlight.

“The NovaProm brand should reflect the essence of the company, which is to enrich the food on consumers’ dining tables using high-quality nutrients. Eating is about happiness, and caring for your health should be as well. This is what we do”, said the executive, commenting on the brand manifesto.

NovaProm’s shapes, colors and words

The new logo is based around a semicircle icon. According to the Arteria Lifeshare agency, the shape is reminiscent of a smile, which is what the company tries to offer people every single day. The typeset was selected to bring a lighter feel, while the palette of colors is reminiscent of attributes such as health, optimism, happiness, prosperity, technology and tranquility.

“It was an honor for the entire Arteria Lifeshare team to develop the new branding for NovaProm. We went through an in-depth immersion in the world of flavors and textures to really understand people’s relationship with food, renewing the company’s value proposal as an agent who brings life to that indescribable moment in time that everybody knows and cares about: the pleasure of eating a tasty, healthy meal. We are very happy to have been able to help other companies explore the benefits of optimizing their production processes using collagen and other ingredients, while, in parallel, increasing the pleasure, health and happiness of people around  kitchen tables just like me, you and our families”, said Danilo Fratângelo, CEO of Arteria Lifeshare.

The Brand manual focuses on using lighter words that are more constructive in nature, accompanied by the message that the company believes in a healthier and happier world based on quality foods that connects people. We have also selected expressions that paint a picture of equilibrium and well-being, focusing on concepts like innovation, research and progress, backed by the 21st-century science that is focused on improving food.

The new brand identity will also encompass the three NovaProm product ranges, each with its own particular color: red, yellow and blue.

1) Novapro: this is a high functionality fiber or powder collagen that meets strict international quality standards. It has been developed for meat and other food derivatives to provide improved texture, succulence and stability.


2) Novapro Functional Systems: functional systems that offer additive solutions, natural and synthetic ingredients and an extensive collagen-based range. The products are developed in accordance with customer requirements and offer improved texture, flavor and succulence to a wide range of foodstuffs, particularly meat and dairy products. The range includes condiments (Novataste), natural antioxidants (Novaox), phosphates (Novaphos), soy proteins (Novapro PS), liquid smoke (Novasmoke) and other products.


3) Novapro Hydro: a protein to support beauty and well-being. This is a bioavailable, hydrolyzed beef collagen made from selected raw materials and is mainly indicated for use as a food supplement. It provides firmer skin, improves moisturization, avoids wrinkles and helps increase muscle tone, as well as bone and joint health.

About JBS
JBS is one of the world’s leading food industry companies with approximately 230 thousand employees in over 20 countries. The Company owns a portfolio of brands that are acknowledged for their excellence and innovation, including Friboi, Moy Park, Pilgrim’s Pride, Primo, Seara, Swift, Gold’n Plump and others, serving over 350,000 customers of more than 150 nationalities worldwide. The company’s focus on innovation also reflects its management approach to related businesses in areas such as leather, biodiesel, collagen, personal hygiene and cleaning products, natural wrappings, solid waste management solutions, metal packaging and transportation. JBS has adopted best sustainability practices throughout its value chain and constantly monitors its suppliers using satellite imagery, georeferenced maps of supplier farms and monitors official data from government agencies; the company also focuses on the highest possible food safety and quality standards. The success of JBS’s operations is closely tied to our Animal welfare practices, which are rigorously applied and have received an increasing share of investments to further improve the Company’s efforts in this area, in line with best practices.

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