[Asia Economy Reporter Lee Seon-ae] bhc Chicken has launched another strategic move to establish itself as a leader in the portioned chicken market.
On the 10th, bhc Chicken announced the launch of the ‘O-Stick Series,’ consisting of five flavors: ‘Bburinkle Stick,’ ‘Matchoking Stick,’ ‘Red King Stick,’ ‘Fried Stick,’ and ‘Gold King Stick.’ This product line replicates the flavors of the existing portioned chicken series while targeting more segmented consumer preferences by using only chicken drumsticks.
In particular, the ‘Gold King Stick’ from the ‘O-Stick Series’ maximizes the sweet and salty flavor based on aged soy sauce and honey, composed solely of chicken drumsticks, which are the most preferred in portioned chicken. It is attracting the attention of chicken enthusiasts who enjoy the so-called ‘geotba-sokchok’ (crispy outside, moist inside) texture.
Kim Chung-hyun, head of the bhc Chicken Research Institute, said, “The successful market establishment of the Wing Star Series gave us confidence in bhc Chicken’s portioned chicken menu,” adding, “With the launch of the Combo Series and O-Stick Series, we believe bhc Chicken will position itself as the ‘portion chicken leader.’”
Meanwhile, the ‘Wing Star Series,’ launched last year, achieved sales of 600,000 units within two months, marking bhc Chicken’s entry into the portioned chicken market. In particular, the ‘Gold King Wing’ from the ‘Wing Star Series’ recorded sales of 320,000 units during the same period, rapidly emerging as a new strong contender following ‘Bburinkle.’
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