'Revolt of Frozen Pizza' CJ 'Gourmet Pizza' Sells 1 Million Units in Two Months After Launch

'Dough, Sauce, Cheese, Topping' Four Key Pizza Elements Differentiation Effective
Leading Expansion of 'Gourmet Pizza = Delicious Pizza' Perception and Market Activation

[Asia Economy Reporter Lim Hye-sun] CJ CheilJedang announced on the 25th that its 'Gourmet Premium Pizza' sold 1 million units within two months of its launch. 'Gourmet Premium Pizza' is a product released by CJ CheilJedang in December last year under the motto of 'redefining the standard of delicious pizza.' It was developed by reflecting consumer complaints and demands related to frozen pizza, such as hard dough, insufficient toppings, and boring menus, through digital big data analysis. They also received advice on dough formulation and process optimization through exchanges with Schwan's Company in the United States, which possesses advanced manufacturing technology.

'Gourmet Premium Pizza' differentiates the four important elements of pizza: dough, sauce, toppings, and cheese. CJ CheilJedang explained, "By applying the 'three-step fermentation aging' technology based on fermentation technology, we completed 'breathing dough,'" adding, "Instead of processed cheese, whole cheese is freshly grated and topped to enhance the flavor, elasticity, and color of the cheese."

The domestic frozen pizza market, according to Nielsen Korea, grew from 83.5 billion KRW in 2017 to 94.3 billion KRW in 2018 but sharply declined to 67.6 billion KRW in 2019. This was due to the lack of manufacturing experience and technological capability of companies, resulting in inferior taste quality compared to dining out. However, last year, the market rebounded to 92 billion KRW due to increased demand for convenience foods amid the rise of the 'home-staying' population. This trend is expected to continue, with the frozen pizza market projected to grow to 110 billion KRW this year.

CJ CheilJedang plans to focus on expanding the perception that 'Gourmet Pizza = Delicious Pizza,' aiming to more than double sales this year compared to last year and establish itself as a key player in revitalizing the market.