en
American company PERDUE presented POWERED, a new line of poultry products formulated for consumers who prioritize protein content. The launch aims to compete in the premium segment with fresh and processed cuts enriched.
The US poultry market shows growing segmentation, with consumers willing to pay more for products with differentiated nutritional profiles. Large companies are responding with specific lines for athletes, seniors and active families.
POWERED is part of that trend with an explicit focus on protein content.
The new line includes chicken breasts, thighs and strips with a protein content 30% higher than the average of conventional products, according to the company's own data. Packaging incorporates highlighted nutritional information and quality certifications.
The launch is accompanied by a marketing campaign aimed at the active consumer segment.
The launch marks a new step in PERDUE's differentiation strategy and will likely accelerate the competitive response of other players. For integrated producers, it reinforces the importance of investing in formulation and product development.
Globally, this type of launch usually has replicas in other markets, including Latin America.
