[Asia Economy Reporter Lee Seon-ae] Salt is an indispensable ingredient in all foods, like licorice in a pharmacy. It is essential to enhance flavor, but when considering health, "so-so-ik-seon (少少益善)"?less is more?is the paradoxical dilemma. A magical potato chip has been developed that retains its salty taste even with a trace amount of salt.
Haitai Confectionery announced on the 3rd that it has launched the "Saengsaeng Potato Chip," which contains only 0.5g of salt, reducing the sodium content to nearly half that of regular potato chips. This is the result of the company's consistent policy to reduce sodium for the sake of public health. Haitai Confectionery plans to expand its market share in the mainstream salty potato chip market alongside its Honey Butter Chip.
0.5g is less than ten coarse salt grains. To be recognized as a sodium-reduced product, the sodium content must be at least 25% lower than the average of the top three best-selling potato chips in the market.
The sodium content of Saengsaeng Potato Chip is about 160mg per 60g, approximately 28% less than these three products. It is the first domestic product to meet the sodium reduction standard. Compared to the average of the top 10 products, the sodium content differs by 40%. Labels such as "Light" or "Down," indicating sodium reduction, are legally permitted. This product’s packaging emphasizes differentiation with "Sodium 25% Down."
Although dozens of salt substitutes have emerged, despite being over 100 times more expensive than regular salt, they have shown limitations in maintaining the salty and umami flavors, resulting in almost no related snack products so far.
A Haitai Confectionery official explained, "The key was to combine ingredients with almost no sodium and find the right blending ratio to produce saltiness and umami beyond natural salt," adding, "Due to the numerous possible combinations, we secured proprietary technology after considerable time and effort."
Kelp, known as a "natural seasoning," also contributes to its unique umami flavor. Instead of regular salt, salt and extracts directly derived from mineral-rich kelp were used. Haitai is also the first in Korea to use kelp extract in potato chips.
Meanwhile, the domestic potato chip market is worth 220 billion KRW annually. Honey Butter Chip maintained its undisputed popularity last year with sales of 41.5 billion KRW, ranking second among potato chip products, but it stands alone. Haitai Confectionery aims to grow this new product to a 30 billion KRW scale by next year alongside Honey Butter Chip. To this end, comedian Moon Se-yoon, a "mukbang star," will serve as the product model.
A Haitai Confectionery official emphasized, "This product prioritizes customer health and presents new possibilities by applying a substitute for the first time in Korea," adding, "We plan to develop various products that meet customer needs by utilizing unique technology in other snacks and dumplings."
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