Conagra Brands is in talks to sell JBS SA its Hebrew National brand of hot dogs and other brands, according to a report in the Wall Street Journal.

The deal, which could possibly include Egg Beaters and Odom’s Tennessee Pride, has a potential value of $700 million, the Journal reports.

Like many established brands, Hebrew National got a boost from the pandemic, with retail sales rising 39% in the quarter ending May 31. But Conagra, like many processors of comfort foods and center-store products, is looking to retain the momentum it gained in the pandemic – and in many cases, that may comprise shedding newly popular brands while they are at peak value.

JBS, for its part, is probably looking to expand its portfolio in nationally branded meat products, which generally have a higher profit margin than tray cuts or other meats.