Mantiqueira Brasil, one of the largest egg producers in South America, is betting on innovation to expand its operations beyond the traditional egg market. The company launched a protein drink made with hydrolyzed egg whites, N.OVO, and wants to create a new category of products aimed at people looking for a healthy, protein-rich diet.
The product marks the company’s entry into a segment currently dominated by milk- and whey protein-based drinks.
According to Márcio Utsch, CEO of , the proposal arose from the search for innovative alternatives outside the conventional egg market.
“Today practically all protein products are made from milk. We decided to use egg white because it has important advantages, such as high absorption by the body, faster digestion and absence of lactose”, he stated.
The drink uses hydrolyzed egg whites, a process that breaks down protein molecules to facilitate absorption by the body. According to Utsch, the protein utilization rate exceeds 90%.
The launch hits the market in four flavors: strawberry, fruit salad, lemon pie and vanilla with red fruits. “The product does not contain sugar, lactose or saturated fat”, says the executive.
Hot market
Mantiqueira’s strategy targets growth in Brazil, which, according to consultancy Mordor Intelligence, is expected to grow from US$2.11 billion in 2026 to US$3.06 billion in 2031, with an average annual growth rate of 7.7% over the next five years.
The expansion will be driven by consumers’ search for functional, healthy and practical products, especially among people linked to fitness, well-being and protein-rich diets. It is in this movement that Mantiqueira is betting.
According to Utsch, the widespread use of weight-loss pens is another factor that generates positive impacts on both the consumption of eggs and protein drinks.
“Consumers who use these medications tend to eat less, but look for more nutritious foods that provide satiety. Eggs and protein-rich drinks fit perfectly into this”, he says.
The executive states that per capita consumption of eggs in Brazil has skyrocketed in recent years and is approaching 300 units per inhabitant per year, one of the highest levels in the world.
Industrialization
The production of the N.OVO drink originates in Uberlândia (MG), where the company has a liquid egg factory. Afterwards, the product goes to completion in the interior of São Paulo.
At this point, distribution is concentrated in São Paulo, Rio de Janeiro, Minas Gerais, Distrito Federal and Paraná. One of the logistical differences highlighted by the company is the fact that the drink does not require refrigeration before opening, which facilitates national distribution.
Mantiqueira also plans to expand the portfolio using hydrolyzed egg whites as a base for new products that traditionally use milk, such as yogurts, cream cheese and other derivatives.
“We want to replace products that originate today with alternatives made with egg whites,” said Utsch.
The company does not yet disclose the investments made in the project. Since 2024, JBS has held 50% of the voting capital of Mantiqueira Brasil.
