Fi South America Launches Circuit to Connect Industry with Protein Suppliers
Fi South America (FiSA) has launched the Circuito Health & Wellness during its 28th edition event held from August 4 to 6 at the São Paulo Expo. This initiative is designed to connect professionals in the food and beverage industry with suitable protein suppliers, focusing on facilitating innovation in product development.
The Circuito Health & Wellness introduces three thematic routes: Proteins, Fibers, and Creatine. The Proteins route includes whey protein, plant proteins, yeasts, collagen, and functional blends, allowing exhibitors to showcase dairy ingredients alongside alternative competitors. The Fibers route addresses intestinal health with prebiotics and inulin, focusing on trends related to GLP-1 medication. The Creatine route explores its expanding application beyond sports into everyday food and beverage products.
Specialists at the event will help attendees develop personalized itineraries to find specific ingredients needed for products such as protein snacks, fiber-enriched beverages, or reduced-sugar bars. According to Augusto Ichisato, commercial director of Safer Food, this addresses a common challenge for professionals who struggle to locate specific ingredients among numerous stands.
The initiative is backed by data indicating growth in the wellness sector. The Global Wellness Economy Monitor 2025 projects that the global wellness economy reached $6.8 trillion in 2024, marking a 7.9% increase from the previous year, with expectations to hit $9.8 trillion by 2029.
In addition to the Circuito Health & Wellness, the event will offer sessions on reverse engineering of international products to help exhibitors adapt solutions for the Brazilian market. These sessions will involve technical teams analyzing product formulation, labeling, and regulatory issues.
This year's Fi South America is expected to attract over 12,000 visitors and 290 exhibitors from 15 countries. The program includes the Summit Future of Nutrition, the Spot Regulatory with Regularium, the Women's Networking Meeting, the Innovation Hub, the Innovation Tour, and the New Product Zone, which will feature product launches and Fi Innovation Awards finalists.
