MBRF unveiled its new Sadia visual identity at Gulfood 2026, marking a significant milestone for the GCC’s leading poultry brand. The global multi-protein food leader and one of the world’s largest halal food producers showcased its commitment to innovation and quality at the world’s largest annual food and beverage exhibition held in the UAE.
The new visual identity represents more than a refreshed look for Sadia—it signals the brand’s ambitious vision for the future while maintaining its core values of halal integrity, quality, and consumer trust. This strategic brand evolution comes as MBRF continues to expand its presence across the Middle East, where it has operated since the 1970s.
Strategic Brand Evolution and Market Leadership
The unveiling of the Sadia visual identity at Gulfood represents MBRF’s first major appearance under its new brand following the merger of Marfrig and BRF. This strategic consolidation has created one of the world’s most powerful food companies, operating across 117 countries with annual revenue of R$160 billion and production capacity of 8 million tons per year.
“The unveiling of Sadia’s new visual identity at Gulfood represents much more than a refreshed look — it reflects our ambition for the future. MBRF continues to invest in innovation across its broad portfolio, including value-added food products that are connected to local consumers preferences, while staying true to the principles of quality, halal integrity, and trust that define the Sadia brand.”
Fabio Mariano, MBRF Vice President of the Halal Market & CEO of Sadia Halal
Innovative Product Portfolio Expansion
During the exhibition, MBRF showcased several innovations designed to meet evolving consumer preferences and the growing demand for value-added, ready-to-prepare food products. Visitors to the MBRF stand explored key portfolio expansions including new additions to the Sadia Broasted line with two new flavors, Sadia Bites featuring snackable breaded chicken and cheese, and the premium Sadia Special line of Angus beef burgers.
The company’s participation also featured a prominent role in the Dubai World Cuisine program, where Chef Pierre Zaghrini conducted a live masterclass titled “The Art of Marbling – Rib Eye.” This Sadia Beef Master Class demonstrated the quality, versatility, and excellence of the Sadia Beef portfolio to chefs, clients, and strategic partners.
Established Regional Infrastructure
MBRF’s well-established operational footprint in the Middle East includes 3 industrial plants, 17 distribution centers, and 5 commercial offices across the region. This robust infrastructure, supported by advanced logistics and supply chain capabilities, enables the company to serve key markets including the UAE and Saudi Arabia efficiently.
Future Outlook for Halal Food Market
As the global halal food market continues to expand, MBRF’s strategic positioning and commitment to innovation place it at the forefront of industry growth. The company serves more than 425,000 customers worldwide with simplicity, agility, and efficiency, leveraging its truly multi-protein and fully integrated platform to meet diverse consumer needs across multiple markets and consumption occasions.
