A Seara Alimentos, one of the main food manufacturers in the world, is launching Linha Incrível Seara – a full range of 100% vegetable products. The new line has been available in supermarkets in the states of Sao Paulo and Rio de Janeiro since the second half of December and will become available throughout Brazil in early 2020. The products have one major innovation: the exclusive Biomolecule i, which ensures unprecedented meat flavor and texture to the new plant-based products
After the successful launch of Incrível Burger – a 100% vegetable option by Seara Gourmet –, Linha Incrível Seara has the goal of strengthening the vegetable protein market and consolidating the company in this segment, catering to all audiences and complementing its broad portfolio. “The world is constantly changing. There currently is a new way for everything, and this is not different for foods. The search for vegetable proteins is a reality and we want to be leaders in this segment,” states Joanita Karoleski, President of Seara Alimentos.
Seara is the first major food company in Brazil to offer a full range of prepared vegetarian products. “We want to take the brand’s perception of innovation and quality to a new level, always connected to our DNA, with the differential of searching for the best flavor and offering excellent options to the market. Linha Incrível Seara brings a major unprecedented feature and opens a new option of protein, offered by the brand to consumers – how they like it and in the variety they like it,” says José Cirilo, Executive Marketing Director from Seara Alimentos.
As a full-range food company, Seara thinks about all consumer profiles and their different occasions for consumption. To ensure the access to the portfolio from Linha Incrível Seara, which represents a major market differentiation, Seara has already established important partnerships with some restaurant chains and the main retailers in Brazil. “We are certain that our clients and consumers will love the new way of tasting incredible flavors with the new products launched. We also have partnerships established for Linha Incrível with important clients, such as Allianz Parque, Applebee’s, Rodeio, Detroit Steakhouse, Habib’s, Ofner, Subway, among others. There are also exclusive projects with delivery partners, to be announced soon,” says Cirilo.
A major discovery: Biomolecule i
For the launch of Linha Incrível, Seara introduces the exclusive, brand-new Biomolecule i. The discovery includes natural ingredients capable of reproducing the meat flavor, and also contributing to the texture of the company’s foods prepared only with vegetable proteins.
“The combination for the Biomolecule i was developed with molecules and natural elements, added to the fermentation of ingredients that exist in nature, which allows the stimulation of taste and smell receptors. This increases the salivation, making the taste buds completely free to welcome and perceive new flavors, making the flavor perception and experience incomparable, with even more unique and incredible succulence,” explains Renata do Nascimento, doctor in Food Technology and R&D and Innovation Manager for Seara Alimentos.
About Linha Incrível Seara
From hamburgers to prepared meals, Linha Incrível Seara has five vegetable-based products with meat flavor and texture, made with plants and enriched with iron and vitamin B12. The new products will surprise people who look for alternatives to animal protein, don’t give up on its flavor, are curious, flexitarians and vegetarians. The range is 100% vegetable, free from transgenics (another exclusive feature in the segment), source of iron, rich in vitamin B12, zero trans fat, source of fiber, lactose-free, with no egg products and dairy.
Know the products:
Incrível Burger – Chicken and Beef Flavors (452g – 4 units): pea-based products, with no egg products and dairy, source of fiber, zero trans fat, 18 grams of protein per unit;
Incrível Breaded (300g): has no meat, no egg products or dairy, zero trans fat, source of fiber, 12 grams of protein per portion;
Incrível Kibbeh (300g – 6 units): has no meat, no egg products or dairy, zero trans fat of fiber, 13 grams of protein per unit;
Incrível Oriental Meat (350g): has no meat, no egg products or dairy, zero trans fat, source of fiber, 18 grams of protein per portion.
Another introduction with Linha Incrível Seara is the Incrível Lab, an innovation hub completely focused on plant-based products and responsible for the recent discovery of Biomolecule i. This lab will boost Seara towards food transformation, anticipating global trends and following the capacity of the most advanced foodtechs in the world.
Incrível Lab will host major specialists in tech and innovation, adding to Seara’s know-how in food, the expertise and talent of renowned chefs, scientists and startups to endorse knowledge and science, while partnerships with Google and a committee of experts are in charge of research studies and adjusting the demands to the consumers’ taste, to deliver what they really want.
Since consumers have changed and are much more connected and interested in new technologies, interacting with brands in a different way, it is necessary to have attention and constant investment in innovation. According to Tannia Bruno, Marketing, Communication and Research Director from Seara Alimentos, the hub allows Seara to work in four fronts: consumer, science, technology and gastronomy: “Technology is one way to have a conversation with consumers, and this new initiative has the purpose of continuously creating solutions at Seara and concepts for projects and new foods based on vegetable proteins. And this is just the beginning! Considering a collaborative launch for Linha Incrível, for which we will constantly follow up on transformations and demands from consumers, many good news will come.”
Additionally, the launch of the new Seara range represents an answer to a new generation of consumers, who are increasingly connected. According to internal data from Google, searches about vegetable protein increased 150% over the last four years. And the searches for vegetarianism and flexitarianism are quickly growing in Brazil, leveraged especially by doubts about plant-based products. “The journey of consumers who want to invest in a meatless diet starts with understanding alternative ways to eat, and is quickly evolving to the search for products, recipes and restaurants. The trend is for the interest from Brazilians about the topic to increase over the next few years,” says Marco Bebiano, Business Director for Consumer Goods, Technology and Government at Google Brazil.
A high-tech campaign
The integrated campaign, by the ad agency WMcCann, brings a technological and innovative language. The ads aim at reinforcing the line’s flavor and quality differentials and talk to consumers through a content strategy that amplifies the launch nationwide, on TV, social media and Google platforms. Additionally, a robust team of influencers will help endorse the superior flavor and brand-new quality this line offers as a food option.