JBS enters U.S. plant-based segment with Ozo brand

JBS USA division Planterra Food, Ozo which is a new plant-based protein brand will be available across the U.S from April

JBS enters U.S. plant-based segment with Ozo brand

Brazil-based meat giant JBS is joining the U.S. meat analog market with the Ozo brand of products. Beginning in April 2020, burgers, ground beef, Mexican-seasoned ground, and Italian-style meatballs will start appearing in grocery stores nationwide. Foodservice and party packs are anticipated to be introduced later in 2020. The product line is set to range from $5.99 to $7.99 in retail price. The Ozo protein products are non-GMO, have no artificial ingredients, and do not contain soy – they are based on a patented blend of shiitake mushroom-fermented pea and rice protein.

Planterra Foods expected to introduce Ozo this week at Natural Products Expo West in Anaheim, Calif., but that show got canceled due to coronavirus concerns. The company noted that its pea protein is a great source of iron, aiding in muscle growth, weight loss, and heart health. The product line also uses recyclable trays and cartons for the handling of products and plant-based ink for all its packaging. Planterra Foods is headquartered in Boulder County, Col., and is owned in neighboring Greeley, Colo, by JBS USA. JBS entered the U.S. market in 2007 by acquiring a Swift meat company and also owns 78 percent of Pilgrim's Pride chicken processor stock. JBS USA is the property of Brazil's JBS SA.

The company informed that Ozo's products are distinct from rivals due to their taste and ingredients and said there would be more products coming up before the end of the year 2020. Darcey Macken, CEO, Planterra Foods said that the company understands that there are other protein options out there, that is why the company is adamant in having strong points of difference in the products. This category needs a better taste of food from real ingredients that appeal to the whole family, and the company is sure that OZO products deliver the same.

Ozo will allow consumers to find out, starting this spring and continuing until December, with its planned coast-to-coast sampling tour. The company said that it would use this tour to give up an opportunity for up to 750,000 customers to eat their food. This could help convert reluctant consumers. The meat space based on plants is incredibly lucrative and has excellent potential for growth.

It may look like JBS is behind the curve, with its announcement this week. After all, the segment leaders Impossible Foods and Beyond Meat have had burgers on the U.S. market for years, and with their products, Nestlé, Tyson Foods, and others have joined the room. But this announcement comes just one week after Cargill, the world's largest private company with a significant presence in both food and conventional meat, revealed it's moving into protein dependent