Confectionery companies mak... > 경제기사 | economics

Fifty-year-old Choco Pie, 49-year-old Matdongsan, 45-year-old Ssang-Ssang Ice Bar... Although they are still popular with consumers, “long-lived snacks” with old are rejuvenating by going through changes. Some of them transform into low calorie snacks by reflecting the trend of adding a different taste or eating healthy, and there is also active marketing that appeals to the 10th and 20th generations, the main demand group, by opening pop-up stores.


According to the food industry on May 16, Orion launched “Choco Pie House” in February, which is a revamped version of the original chocolate pie that was launched in 1974 and celebrated its 50th anniversary this year. The product, which uses milk cream instead of marshmallows in the cake to enhance its soft texture and flavor, sold about 20 million pieces within 80 days of its release.

Orion’s Choco Pie was still a leader in chocolate cake products, but it was perceived as an “outdated snack” by the younger generation. Sales were also on the decline. According to food industry statistics from Korea Agro-Fisheries amp; Food Trade Corporation aT, sales of Orion Choco Pie at retail stores fell from 102.94 billion won in 2020 to 87.06 billion won last year. An Orion official said, "It seems that the spin-off strategy that dramatically changes the ingredients, taste, texture, and shape while maintaining the unique identity of the existing Choco Pie has helped it approach the younger generation as a trendy snack."

In addition to Choco Pie, attempts are being made to inject new flavors into existing snacks. Haitai Ice recently launched “Ssang-Ssang Ice Bar Caramel,” which adds caramel flavor to its flagship popsicle “Ssang-Ssang Ice Bar” released in 1979. Haitai has also launched “Matdongsan Pretzel Flavor,” which is a renewal of “Matdongsan,” released in 1975. The confectionery company added a sweet and salty taste and savory bread flavor to target the taste of young people who enjoy addictive flavors.

Recently, as health-conscious consumers are increasingly looking for low-sugar beverages, there has been an active movement to launch “zero-calorie” beverages that use artificial sweeteners to reduce sugar and calories. Lotte Chilsung, which previously introduced zero-calorie versions of its steady-selling beverages, including Chilsung Cider, Milkis, and Ceylon Tea, recently released "Gatorade Zero" without sugar from the original "Gatorade" came into the market in 1987. The company’s zero-calorie drinks accounted for 30 percent of its carbonated beverage sales last year, up from 12 percent in 2021.

The trend of “low calorie" is also noticeable in the instant noodle category. Nongshim has recently launched “Chapaghetti the Black,” which changed the fried noodle of its original Japaghetti released in 1984 to dried noodle. The calorie content of the new version is 465 calories per serving, about 20 percent lower than the original one. 610 kcal.

Recently, as spaces where young people can have various experiences have become popular, more and more food brands are opening temporary pop-up stores in downtown areas. To celebrate the 60th anniversary of its authentic cream bun, Samlip opened a pop-up store in Seoul’s Seongsu-dong, which is considered a “hot place” for the younger generation. Nongshims Chapaghetti and Binggrae’s Together also met with consumers at their pop-up stores in Seongsu-dong.



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