[Asia Economy Reporter Seungjin Lee] hy is making a full-scale entry into the protein market.
hy will launch the protein specialty brand ‘Protein Code’ on the 24th. Although they have previously released protein-containing products to strengthen existing brand lineups, such as ‘Haruyachae Protein Meal,’ this is the first time they are introducing a single dedicated brand.
With the launch of the ‘Protein Code’ brand, hy will implement a channel dualization strategy. Considering customer demand and convenience, they will offer customized products for each channel. ‘Fresh Manager,’ which excels in subscription delivery services, will sell ready-to-drink liquid products. Other channels will expand the lineup with powder-form products suitable for long-term storage.
hy has chosen plant-based protein as a brand differentiation factor. In fact, ‘Protein Code’ is filled with 100% plant-based protein. This decision aligns with the importance of protein intake as well as recent consumer trends such as veganism and value consumption.
The first product is ‘Protein Code Drink.’ It is an RTD (Ready-To-Drink) beverage that can be conveniently consumed anytime and anywhere. It is a vegan-certified drink made only from plant-based ingredients, containing 18g of protein per product. This meets about 33% of the daily nutritional intake standard set by the Ministry of Food and Drug Safety.
The main ingredients are brown rice and soy protein. Therefore, it can be consumed daily without concern even by those with lactose intolerance. Secondary ingredients include soybeans, almonds, oats, chia seeds, and hemp seeds.
Kim Ilgon, head of the dairy CM team at hy, said, “In recent years, the protein and vegetarian markets have steadily grown due to increased interest in health and the environment. We will devote ourselves to product development so that Protein Code grows into a brand that opens a new horizon in the domestic plant-based protein market.”
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