'Brave Girls' Effect? ... Convenience Store Bread Sold 5.1 Million Units in 100 Days After Release

GS Retail Bakery 'Breadique' Gains Popularity
GS25 Premium Bread Sales Triple Compared to Last Year

[Asia Economy Reporter Jo In-kyung] GS Retail announced on the 20th that its premium bread brand "Bredique," launched in January this year, surpassed a cumulative sales volume of 5.1 million units as of the 14th, marking its 100th day since release.

Bredique is a premium bread brand introduced by GS Retail with the goal of offering bakery products of a quality comparable to specialty stores. So far, 19 varieties have been released, including "Pure Milk Bread" and "Cheese Stick Bread." The "Sweet Red Bean Cream Bread," launched on the 8th of this month, is gaining popularity for its savory sweet red bean filling and smooth cream texture.

With cumulative sales exceeding 5.1 million units, it has grown into a blockbuster product line selling one piece every 1.7 seconds. Thanks to Bredique's popularity, total bread sales at the convenience store GS25 increased by 112% compared to the same period last year, with premium bread sales showing a remarkable growth rate of 227%.

In particular, GS Retail explained that bread sales have accelerated further since signing an official model contract with the popular idol group "Brave Girls." On the 7th, more than 5,000 customers simultaneously joined the Brave Girls' online fan meeting held live on GS25's official YouTube channel "Iri Onora." During the fan meeting, numerous requests were made to appoint Brave Girls as Bredique models, leading to an on-the-spot contract through a phone connection with GS25 executives.

After GS25 announced on the 9th that Brave Girls had been selected as the official models for Bredique, sales of Bredique rose by 78.3% over the previous period during the ten days from the 10th to the 19th.

Park Sang-wook, head of the GS25 convenience store marketing team, said, "During these difficult times due to COVID-19, we wanted to bring joy to our customers by holding a fan meeting with the trend icon Brave Girls, and thanks to fans' requests, we were able to make a surprise contract with them as official Bredique models. We will repay our customers' support through various events that convey the energy and hope of Brave Girls."