Strategic product innovation pipeline for San Rafael and its healthy sub-brand Balance, redefining the premium cold cuts and sausages category through insight-driven value creation for two distinct consumer segments. A dual-track innovation framework integrating culinary indulgence, craftsmanship, and elevated taste experiences for San Rafael, while developing health-conscious, high-protein, and clean-label solutions for Balance. Appealing to mid-high SEL consumers seeking indulgence, superior quality, better-for-you alternatives, functional ingredients, and mindful consumption solutions. A structured process identifying category tensions and emerging preferences, developing scalable product platforms tailored to each audience, and consumer validation to ensure market fit, securing San Rafael’s leadership in both indulgence and health-driven premium innovation.
Mexico since 2024
