The new B2B business offers end-to-end development in a market projected to reach $101.62 billion by 2030.
Meatpacker JBS has launched Genu-in Solutions to expand its presence in high-protein foods and beverages. The business is a new unit of Genu-in, a subsidiary of JBS Novos Negócios that specializes in collagen peptides and gelatin.
The B2B operation moves beyond raw ingredient supply and technical support to offer end-to-end product development. Its services cover formulation design, regulatory approvals, stability testing, manufacturing, branding, and logistics. Among its first finished concepts is a puffed protein snack developed over 18 months that contains 44% protein, which has completed stability and regulatory testing and is ready for retail. The company is also working on collagen gummies and ready-to-drink beverages.
With Genu-in Solutions, we move from the ingredient to the development of the final product, combining our knowledge in proteins with research and technology. By integrating the entire development process into a single platform, we smooth the path between a market opportunity and a product ready to reach the consumer. It is a way to accelerate innovation while reducing risks for our partners.
The initiative builds on a strategy started in 2022. Genu-in initially focused on supplying collagen peptides and gelatin before helping clients add protein to supplements, yogurts, spreads, snack bars, ready meals, protein waters, and non-alcoholic beers. JBS is aiming to capture consumer demand in a global protein market that Grand View Research projects will reach $101.62 billion by 2030, growing at an average annual rate of 6.2%.
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