Hebrew may soon respond to another authority.
People familiar with the matter say Conagra Brands Inc. is selling the famous hot dog brand to the Brazilian JBS SA.
An agreement that people believe could also include the Egg Beaters and Odom’s Tennessee Pride brands could be valued at about $ 700 million. Any deal is probably weeks away and Conagra could eventually keep the business or sell it to someone else, people warn.
Conagra said in April 2019 that sales of Hebrew National in the previous year were $ 170 million, and Egg Beaters $ 78 million. But the popular sausage sandwich’s popularity and cultural memory exceed the size of the brand, thanks in part to the long slogan: ‘We answer a higher authority’.
Conagra, which has a market value of approximately $ 17.6 billion, has redesigned its portfolio to boost its frozen food and snack brands such as Healthy Choice and Slim Jim.