Brazilian companies expand marketing and product innovation

Various sectors in Brazil are increasingly utilizing Halloween as a major marketing period. Companies ranging from beverage manufacturers and restaurants to home security and credit analysis firms are launching themed products, digital campaigns, and physical experiences throughout October. For instance, Fanta has introduced a limited edition flavor inspired by the Scream franchise through a partnership with Paramount+.

In the functional beverage sector, the Rio Grande do Sul based company Ücompany has launched ÜBrew, a non-alcoholic and gluten-free beer containing 15 grams of plant-based protein derived from wheat. Developed by the biotechnology deeptech Transfertech, the product aims to target the fitness and wellness market. The company plans to expand to 100 points of sale and introduce approximately ten new products over the next six months.