BRF mira in profitability and begins selling new Sound line with higher price

SAO PAULO (Reuters)-the BRF begins to market this month a new product line with the Sadia brand in partnership with the English chef Jamie Oliver as follows focused on recovery of profitability. The new line of foods will have suggested 20% price above other products of the same category of the company. According to the marketing director of Sadia, Cecilia Mondino, the products also have above-average margin of other of the BRF. At an event earlier this month, executives not ruled out new high prices until the end of the year as one of the fronts to recover profitability, even after increases implemented from the beginning of 2016. With the new line, which has proposed offering food considered as healthier, the company predicts growth of 10% in the market of ready meals and breaded, excluding lasagna, which, according to the Executive, moves 460 million dollars annually, according to the Nielsen consulting. According to her, the goal is to grow by attracting an audience that rarely purchase these products, with a cadegoria that is frozen healthy. "Show it to eat with convenience and flavor you don''t need no longer be healthy," said on Thursday. On the same line to get serve customers with healthier products, the rival Seara, another brazilian multinational foods, JBS, starts this month 22 communication products ready meals, with no added preservatives, according to press release published on Thursday. "With the line of ready meals, Seara invests in a growing market segment and through constant evolution," said the company. Chicken and Turkey the first tranche of Sadia''s partnership with Oliver, scheduled to be available in supermarkets in the country until the end of October, brings five chicken-based dishes, prepared with natural ingredients and certificates in its origin, according to the company, the consumer must end before eating. For December, a variation of the Sound for the Christmas Turkey, also developed with Oliver. The announcement of the partnership with the chef English occurred in the middle of this year, and the investment in the project totaled 50 million reais. The commercials of the new line are planned for Friday and will count with the participation of Oliver. The new line will use only 183 birds aviaries in Buriti Alegre (MG) and 16 aviaries in Chapecó (SC), for the production of chicken and Turkey, respectively. The plan, according to Mondino, is to expand that productive base in 2017. The six new items in the portfolio of the BRF are within the expected to launch of 25 products this year. For 2017, the forecast of the company is to launch other 75 products.