Dongwon Home Food Launches 'Vivid Kitchen' for Sauces and HMR and 'Vivid Farm' for Poke and Salads Online

[Asia Economy Reporter Lee Seon-ae] Dongwon Home Food announced on the 28th that it is officially launching its sauce and home meal replacement (HMR) specialty brand ‘Vivid Kitchen’ and poke and salad specialty brand ‘Vivid Farm’ on The Banchan& and Market Kurly platforms, marking its full-scale entry into the online B2C market.

‘Vivid Kitchen’ features four types of ‘Mini Dipping Sauces’ in 40g small packages that require no separate storage after use, and four types of ‘Low-Calorie Sauces’ with fewer than 40 kcal per 100g that maintain the original taste of the sauces. It has also expanded consumer choices by introducing nine varieties of frozen fried rice with diverse recipes such as spicy pork intestines, nasi goreng, and chili tuna. The brand plans to strengthen its lineup by launching new products such as dressings and marinated meats in the future.

‘Vivid Farm’ is a poke and salad specialty brand made with clean and fresh ingredients. Poke is a Hawaiian-style salad served with seafood, fresh vegetables, and seasonings. Recently introduced in trendy dining establishments, it has gained popularity mainly among the MZ generation. This is the first case in the industry where poke has been commercialized and sold online. The poke products launched by ‘Vivid Farm’ include three types: tuna, salmon, and shrimp soba. Notably, the vegetables are hydroponically grown in a smart farm equipped with clean water and automated facilities, combined with fresh tuna and salmon from Dongwon Industries, and finished with sauces from Dongwon Home Food, creating a distinctive taste.

Additionally, Dongwon Home Food has introduced seven types of ‘More Delicious Fried Rice’ on The Banchan& and Coupang. These are frozen HMR products that can be easily heated and enjoyed in generous portions. Made with sauces developed directly by Dongwon Home Food and fresh ingredients, they offer enhanced flavor. Dongwon Home Food plans to continuously release various HMR products to consumers.

According to a report by the Korea Agro-Fisheries & Food Trade Corporation (aT), the domestic sauce and HMR markets are steadily growing. The domestic sauce market is expected to grow at an average annual rate of 5%, from 1.3702 trillion KRW in 2019 to 1.4355 trillion KRW in 2024. In particular, sales growth in the B2C sauce market, used directly at home rather than in restaurants, has been remarkable.

The home meal replacement market exceeded 2 trillion KRW in 2016 and grew to the 3 trillion KRW range in 2018. It is projected to reach 10 trillion KRW in 2023. Especially with the spread of the novel coronavirus infection (COVID-19), contactless consumption has become routine, leading to explosive growth in online food purchases.

A Dongwon Home Food official said, “In line with the growing market conditions, we will leverage Dongwon Home Food’s business capabilities and know-how to launch more diverse and differentiated products and aggressively target the B2C online market.”

Meanwhile, Dongwon Home Food is a comprehensive food specialist company operating seasoning food business, HMR business, dining business, livestock distribution, food ingredient distribution, and catering business. In particular, Dongwon Home Food supplies products to more than 1,000 well-known food companies and dining franchise operators in the seasoning food business sector and owns the Samjo Celtec division, the No. 1 B2B seasoning food market leader in Korea.

Also, through the online grocery shopping market ‘The Banchan&’ opened in 2008, it offers over 560 types of fresh and delicious handmade side dishes, various ingredients, and unique gourmet dishes. In the dining business sector, it opened a premium salad cafe store called Crispy Fresh in May, accelerating its efforts to capture the rapidly growing salad market that has recently attracted significant customer interest.