Just Bare, Pilgrim's premium chicken brand, has achieved $1 billion in annual retail sales during 2025, marking a significant milestone in the company's prepared foods strategy. The brand has demonstrated substantial market penetration, growing its market share from 1% to 13% over a three-year period while maintaining a 45% year-over-year growth rate. This performance has positioned Just Bare as the leading brand by sales pace in the fully cooked chicken category, reflecting shifting consumer preferences toward convenient, prepared protein options.
To capitalize on accelerating demand, parent company JBS is investing in a new prepared chicken production facility in Georgia. The expansion underscores Pilgrim's commitment to scaling operations within the faster-growing prepared foods segment, which has emerged as a key growth driver amid evolving retail and foodservice dynamics. The facility investment aligns with Just Bare's trajectory and positions the company to meet continued market demand across retail channels.
The achievement represents a notable shift in the prepared chicken market landscape, where Just Bare has rapidly consolidated market position. The brand's performance demonstrates the commercial viability of premium positioning within the value-conscious prepared protein category, as consumers increasingly prioritize convenience alongside quality considerations.