Just Bare chicken brand surpasses $1B in annual retail sales for 2025
Pilgrim's accelerates momentum in prepared foods.
Just Bare, a chicken brand within the Pilgrim’s prepared foods portfolio, surpassed $1 billion in annual retail sales in 2025. With a 45% annual growth rate and the fastest sales momentum in the category, Just Bare has evolved from a niche brand.
“Crossing the $1 billion threshold is a testament not only to the strength of the Just Bare brand, but also to the strategic investments our organization has made in innovation, operational excellence, and consumer-driven growth,” said Fabio Sandri, CEO of Pilgrim’s. “This milestone reflects our team’s commitment to building a modern, high-value prepared foods portfolio – and Just Bare is leading the way.”
In 2025, Just Bare delivered market share gains and expanded significantly across major retailers. The brand now holds the top position in sales pace within the fully cooked chicken category and has grown its market share from 1% to 13% in three years. This momentum comes from double-digit distribution growth across mass, club and grocery stores, along with strong performance from its frozen fully cooked portfolio, which now generates more than $750 million in annual sales. Just Bare also continued to build on the success of its Oven Roasted platform, which has attracted consumers with its clean-label ingredients and fast 1.5-minute prep time – making it an appealing solution for shoppers seeking convenient, high-quality meals.
“The success of Just Bare reflects the scale, innovation pipeline and operational strength that comes with being part of the global JBS family,” said Sergio Nahuz, head of prepared foods for Pilgrim's. “Our collective investment in people, plants, and brands is enabling faster innovation and sustained superior performance.”
Just Bare’s acceleration reinforces the long-term strategy of JBS, majority shareholder of Pilgrim’s, to grow its value-added and prepared foods capabilities globally. A new prepared chicken facility is currently being built in Walker County, Ga., to produce Just Bare products and meet rising demand for convenient protein solutions.
JBS presented an in-depth look of Just Bare’s growth, innovation roadmap and category leadership during its 2026 CAGNY presentation, illustrating how the brand is accelerating the expansion and strength of the prepared foods business across the JBS portfolio.
Source: Pilgrim's Pride Corp.
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