avoid escape $this->db->get();

[eluser]Herlevsen[/eluser]
I must have been very tired when i wrote my reply. I see now that you dont want to output the <br>, but just want a new line, when i thought it was the opposite (which seemed pretty strange).

It is your jquery that escapes it, when you use the text method

Code:

$("#prodName").text($(this).attr("data-nome"));

http://api.jquery.com/text/

Instead you need to use the html method
http://api.jquery.com/html/