Shinsegae Food Launches 3 Types of Air Fryer-Exclusive 'Milk & Honey Paveik Meal Bread'

[Asia Economy Reporter Seungjin Lee] Shinsegae Food announced on the 12th that it will launch three types of ‘Milk & Honey Parbake Meal Breads’ that can be easily made and enjoyed using an air fryer.

Shinsegae Food has focused on the increasing number of home baking enthusiasts who purchase bakery ingredients online and enjoy making them at home using air fryers and ovens since the outbreak of COVID-19. In particular, as consumers continuously seek meal replacement breads such as croissants, sliced bread, and morning rolls instead of rice, the home baking market is expected to grow further. Accordingly, Shinsegae Food is introducing three types of ‘Milk & Honey Parbake Meal Breads’ as online-exclusive products that can be conveniently cooked with an air fryer.

Parbake refers to dough that has been partially baked about 85-90% and then rapidly frozen, allowing consumers to enjoy the flavor of bakery breads by cooking it in an air fryer for just 5 to 8 minutes. In contrast, regular raw dough, which is frozen only after shaping, requires about one hour of thawing at room temperature and 20 to 30 minutes of cooking in an air fryer.

The three types of ‘Milk & Honey Parbake Meal Breads’ are home baking versions of the most popular meal replacement breads sold at the Milk & Honey store inside Emart: ‘24-layer Croissant,’ ‘24-layer Mini Croissant,’ and ‘16-layer Danish Bread.’ To replicate the taste and texture of breads sold in stores as closely as possible, butter was added between each layer, and the breads were baked at an optimal temperature of around 185 degrees Celsius before being rapidly frozen.

Shinsegae Food launched the three types of ‘Milk & Honey Parbake Meal Breads’ on SSG.com on the 12th and plans to expand sales to online malls such as Coupang, Gmarket, and Kakao Gift by April.

A Shinsegae Food official said, “As dietary habits change and more consumers prefer bread, demand for frozen bakery convenience foods that can be easily consumed at home as meal replacements or desserts with coffee is increasing. Especially with the widespread adoption of air fryers in households, consumer interest in home baking is growing, so we plan to expand our home baking product lineup.”

Meanwhile, Shinsegae Food has been continuously introducing new home bakery products, starting with the launch of ‘Becchia Enuvo Online-Exclusive Frozen Cakes’ in 2019 to target the home dessert market, and in September last year, releasing the air fryer-exclusive ‘Milk & Honey Basil Cheese Ciabatta Sandwich’ suitable for home brunches.