A APAS Show 2024, the largest supermarket event in the world, which took place between the 13th and 16th of May at Expo Center Norte, in the city of São Paulo, brought news about the next steps of the largest food and cosmetics companies in Brazil. Adnews was present at the event and brings the main updates on the company’s portfolios BRF e Physalia.
BRF
Photo: Disclosure/BRF
BRF, one of the largest food companies in the world, took advantage of the event alongside Marfrig to celebrate the longevity of its brands, such as she, Perdigão e Qualy, and announce the next releases of each of them. In a 900 m² stand, the largest space ever occupied by the company at APAS, visitors were able to come into contact with various forms of product display, including activations and, of course, tastings.
“This is a historic year for BRF, which makes our participation in APAS even more special. We bring the strength of our category-leading brands for decades and our vision for the future, attentive to market trends and in constant communication with their audiences, so that the next decades will also be one of success and leadership in business, always close to our consumers ”, commented BRF’s VP of Marketing and New Business, Marcel Sacco.
BRF’s Brazil Commercial Vice President, Manoel Martins, highlighted the importance of the event for the company.
“APAS is an extremely important event for BRF. We have the opportunity to strengthen our connection with our retail partners and present the latest developments in our portfolio, as well as the best execution practices at points of sale. In this way, we also contribute to the development of categories in our sector, adding value to your business”, said Martins.
BRF’s Marketing Director, Luiz Franco, also commented on the connection with partners and consumers, mentioning the NBA as a great ally of Sadia in this process.
“Once again, Sadia is the official sponsor of the NBA and, for us, this is a very special audience. The NBA is part of our youth platform and goes beyond sports: it is a super cool culture that involves music, style and colors. More than the game, following the NBA is the ritual of watching and being with people you like while eating Sadia products”, shared Franco, enthusiastically.
The excitement of BRF executives reflects the quantity and variety of new Sadia, Claybom, Perdigão, Deline, Qualy, and BRF PET products. Check out all the releases announced during APAS below:
she
Sadia presented some information about new and established lines, as well as a special promotion in celebration of its 80th anniversary.
- Hot Bowls Mac’N Cheese Sabor Pork Barbecue
Sadia’s renowned 300g frozen macaroni and cheese, which is ready in 4 minutes in the microwave, received a new flavor: pork strips in barbecue sauce. In addition, the new product comes with special NBA packaging, which will be available until June.
Two products from the frozen line were presented, including the 113g Beef Burger and the Chicken Steak Stuffed with Ham and Cheese, weighing 100 grams.
The Xtreme line of chicken nuggets comes in two flavors: Empanacho, with nacho cheese flavor, and Chicken Bomb, cheddar cheese flavor.
The new product is the only cold cuts on the market made with 100% pork fillet mignon, offering all the special flavor, with low calories and little sodium, and is also a good source of protein, with 6.3 grams per portion (3 slices ).
Sadia took advantage of the event to relaunch the Miss Daisy dessert line, which received a new look with colorful packaging, a relaxed logo and a modern design. The brand also announced the ‘Passion Fruit Mousse Pie’ flavor, made from the fruit pulp and artisanal assembly. The expectation is that the line will first arrive in supermarkets in São Paulo from June.
The Pop Nuggets, made with chicken breast and covered in a thin tempura crust, arrive in 275g and 1.5kg packages, with the second yielding around 10 servings of seven units.
The new look of the Sadia Bio fresh chicken line, which has the World World Quality Services certificate, which proves that the birds did not receive therapeutic, preventive or performance-enhancing antibiotics, was presented at APAS. The line also differentiates itself from others by raising birds outside of cages and in excellent lighting and space conditions.
Photo: Disclosure/BRF
The margarine brand that grows the most in terms of consumer brand recall, according to Kantar, brought three new features to the event:
The 14 kg bucket, aimed at the food market, and the new visual identity with the “NHAC!” girls. In addition to the classic blonde character, Claybom now has representations of other ethnicities and PWDs to reinforce the inclusion and diversity agenda both on packaging and in the digital environment. Finally, margarine also presented its new recipe with cream.
- 80 Years Sadia Awards Every Day
To close with a flourish and celebrate its anniversary in a special way, Sadia announced the ’80 Years Sadia Awards Every Day’ promotion, which will distribute a lucky number on each brand’s product, giving consumers the chance to be rewarded with R$ 10.2 million. In addition to covering all Sadia products, the sausage, boxed hamburger and breaded items carry two numbers on the packaging, increasing the consumer’s chances of receiving the large amount of money.
After purchasing one of Sadia’s products, the consumer must access the promotion’s official website via linkvia the QR Code available on the packaging or even via WhatsApp, via the number (11) 3506-8298 and register the tax coupon for the purchased product.
Perdigão
Photo: Disclosure/BRF
To celebrate Perdigão’s 90th anniversary, the brand reinforced some of its segments, such as pizza, barbecue and feijoada, dedicating all of them to the Copa do Nordeste cup, highlighting the brand’s presence in the region and promoting sponsorship of the championship through the slogan “To support the Copa do Nordeste tastes like Perdigão”.
Check out the latest additions to Perdigão’s lines:
- Chicken Pizza with Bacon and Cream Cheese
According to BRF’s Marketing Director, the chicken and cream cheese pizza is the second best-selling pizza in Brazil. To bring this idea to the brand, Perdigão invested in the “explosion of flavors” concept, adding a special touch of bacon to offer an extra “tchan” to consumers.
Perdigão also expanded the ‘Na Brasa’ line, offering burgers in 150g single packs.
“For the barbecue line, ‘Na Brasa’, we are bringing the beef, sirloin and rib burgers, in a single portion in the flow pack. This single-unit packaging provides great accessibility due to the low cost to obtain the product and a more personalized purchase”, said Luiz Franco.
Photo: Disclosure/BRF
The margarine brand focused on the north and northeast regions of Brazil presented its special launch for this São João: Deline Corn flavor. The objective is to get closer to local consumers with innovation, without leaving aside the connection with the roots. To this end, a market study was carried out on consumption habits in the region, which indicated the widespread use of corn in local cuisine.
To celebrate one of the most important festivals in Brazil, especially in the Northeast region, Deline will be the official sponsor of São João de Arcoverde and São João de Caruaru, and will launch the “Special Edition of São João” packaging in 250g versions , 500g, 1kg, 3kg and 15kg during June celebrations.
Qualy, a reference brand in margarines, highlighted its investment in the packaging area with the revitalization of the visual identity through the increase in packaging produced with the label integrated directly into the mold, possible thanks to In Mold Label (IML) technology. Packaging of Qualy Vita and Qualy Light Zero Lactose, available in sizes of 250g and 500g, and Qualy Vegê, with 250g and a “clean label” that indicates a product with fewer ingredients, will be produced with this technology from next month.
Furthermore, Qualy reinforced its commitment to environmental issues.
According to the Executive Marketing Manager of BRF’s Spreads category, Mariana Secaf, “In October last year, we launched a special edition in celebration of Qualy being the first and only margarine to recycle 100% of the jars sold. According to our estimates, Qualy sells 14 pots per second, so we leave many pots on the market and put them in the hands of consumers so they can dispose of them however they wish. Through social networks, we encourage the reuse of packaging, so that consumers use the pots as a holder for things, a plant pot and even to store food, generating a circular economy.”
In partnership with eureciclo, Qualy reached the milestone of 20 thousand tons of packaging reinserted into the chain, totaling more than 790 million recycled packaging.
Physalia
Photo: Disclosure/Phisalia
In 2024, Phisalia, a hygiene and cosmetic products company, turns 50 years old. Despite its age, the brand is always looking to reinvent its portfolio. At the event, the brand took its flagship product, the vegan and calcium toothpaste aimed at children aged 3 to 11, Trá Lá Lá Kids Uva, and the relaunch of the Lukinha Baby line, with shampoos, liquid soaps and glycerinated talcum powders. 100% vegan and paraben-free.
Phisalia presents the relaunch of the Lukinha Baby line, which has a strong presence in the Brazilian northeast (Photo: Disclosure/Phisalia)
“With this, we cover various audiences and various social classes. APAS is a milestone for us as it is an opportunity for us to be close to customers and showcase our launches”, commented Roberta Brenner, head of Phisalia Marketing.
Roberta also highlighted the company’s investment in social media, through interactions with children and the partnership with micro and medium influencers on the company’s new TikTok account, to address Phisalia’s social aspect.
“We already work on social media with a community of children with down syndrome and we support that. This has a lot to do with Phisalia’s DNA, which in addition to sustainability, is very focused on inclusion and social causes. For us, it is a great pleasure to enter this niche and bring this comfort to children”, concluded the head of Marketing.
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