06/19/2024 – 8:36
BRF reported that the company decided to focus on approaching the young public to expand Sadia’s market presence, considered the main brand in its portfolio, which celebrates 80 years in 2024. That is why the main products launched this year are focused on this public, reported Marcel Sacco, vice-president of marketing and new business at BRF, during an anniversary celebration event. “Our challenge is to speak to young people up to 29 years old,” he said.
The idea, according to Sacco, is to offer “new products, which offer new consumption occasions”. And they include strengthening the breaded line, with the creation of new products that connect Sadia with the universe of snacks and products inspired by the flavors of Doritos and Cheetos.
Another strategy adopted by Sadia in its focus on young audiences is the association with major musical and sporting events, with the consolidation of sponsorships for the NBA in Brazil and Lollapalooza. “We renewed Sadia’s sponsorship agreement for Lollapalooza for 2025,” said Sacco.
BRF is working to expand Sadia’s leadership in the ready-to-eat dishes division, which will also bring new products to consumers in 2024. In addition, it launched pork filet mignon three months ago and will revamp its dessert line.
Present at the event, BRF’s controller, Marcos Molina, highlighted that the company’s 80th anniversary celebration takes place at a healthy moment in the operation: “I see the company much healthier, ready to grow further, with innovation”, he stated.
The company has celebrated the increase in shipments for different products with the brand. “Today we export to 146 countries under the Sadia brand,” said BRF CEO, Miguel Gularte.
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