JBS is expanding beyond supplying collagen ingredients as the world’s largest animal-protein producer seeks to capture growing demand for high-protein foods across categories ranging from snacks to beverages.
The Brazilian company this week launched Genu-in Solutions, a new business unit that will develop white-label products for food and beverage companies, taking care of research, formulation, testing, customization and manufacturing before handing finished products to clients for packaging, branding and sale.
The unit sits within Genu-in, a JBS company that produces collagen peptides and gelatin for the dietary supplement and cosmetics industries.
“We are moving from ingredients to developing the finished product,” Ricardo Gelain, president of JBS Novos Negócios, said. By integrating stages from formulation and regulatory assessment to communications and logistics, the company expects to shorten development times and reduce execution risks for customers, he said.
The bet reflects a shift in consumer habits toward health and wellness and more convenient ways of adding protein to diets, JBS said. Once concentrated largely in meals and dietary supplements, added protein is increasingly appearing in categories as varied as cream cheese and beer.
The global protein ingredients market is expected to reach $101.62 billion by 2030, expanding at an average annual rate of 6.2%, according to Grand View Research.
Third phase of expansion
Genu-in Solutions marks the third stage of Genu-in’s expansion.
JBS created Genu-in in 2022 with an investment of about $78 million (400 million reais), initially focusing on supplying collagen and gelatin, particularly to the dietary supplement market.
A second phase began in 2024, when the company started applying collagen to finished products such as protein bars and beverages, often in response to requests from business-to-business customers, Guilherme Moraes, Genu-in’s marketing director, told The AgriBiz.
Customers that have worked with Genu-in include JBS-owned Seara; Mamba Water Protein, which sells dietary supplements combining protein with plain or flavored water; and Spaten Pro, an alcohol-free beer from Ambev with added protein.
The new unit will now seek to take protein into categories it has not previously worked with. Moraes said Genu-in’s ability to turn laboratory innovation into a commercially viable product — including industrial-scale testing and regulatory work — is one of its main advantages.
“Many times we brought a new application to a client, they loved the idea but didn’t know where to start,” Moraes said. Products that work in the laboratory can also behave differently when moved to industrial scale, he said, adding that Genu-in Solutions was created to address those hurdles and shorten the development process.
Access to raw material is another advantage, according to Moraes. Collagen and gelatin are produced from cattle hides, and JBS is one of the world’s largest processors of the material.
Genu-in currently supplies customers in 20 countries across all continents. Demand is strong enough that some products are sold out, and the company is already studying an expansion of its factory, Moraes said.
Genu-in Solutions will operate under a white-label model, supplying finished products that customers can package, label and sell under their own brands. Moraes said JBS could eventually market products developed by the new unit under its own brands as well.
The project is being designed as a global business, with Brazil serving as its initial market. The company is also looking closely at Asia, Argentina and Chile, Moraes said.
Genu-in Solutions will work closely with JBS Biotech, a unit based in Florianópolis, southern Brazil, that develops new protein-related technologies. The work includes studying protein bioavailability and identifying the type of protein best suited to a particular product based on how it is absorbed by the human body.
Revenue will come from a mix of ingredient sales, manufacturing fees and royalties, according to Moraes.
Protein snacks
Genu-in Solutions is focusing its research on products designed for convenient and indulgent eating occasions that complement consumers’ existing diets.
Its first product is a protein puff, a light, crunchy and aerated savory snack, with protein accounting for 44% of the formulation.
Development took 18 months and included stability tests required by Anvisa, Brazil’s health regulator. The product is ready for retail commercialization, according to the company.
Potential applications range from snacks and dairy products to beverages and dietary supplements. Genu-in is considering virtually any category where added protein can be incorporated, Moraes said.
Demand has never been stronger, he said, driven by changing eating habits and the growing use of GLP-1 weight-loss drugs.
One opportunity is to fill gaps in consumers’ diets throughout the day. Added-protein products remain heavily concentrated in sweet formats, while demand is emerging for more savory options, Moraes said. Although some alternatives already exist, he said the market is not yet saturated.
This story was translated from the original Portuguese with the assistance of artificial intelligence and reviewed by The AgriBiz editorial staff.
