Shinsegae Food No Brand Burger's 'No Chicken Nugget' Sells Out Again

[Asia Economy Reporter Lim Hye-seon] Shinsegae Food's No Brand Burger's plant-based nugget, 'No Chicken Nugget,' has sold out again.

According to Shinsegae Food on the 24th, the plant-based nugget 'No Chicken Nugget,' launched by No Brand Burger in April, surpassed cumulative sales of 100,000 units within a month of its release, and an additional 200,000 units sold out within a month and a half after the second sale began on May 4th.

Shinsegae Food expected to sell 100,000 units over three months when it launched 'No Chicken Nugget' at No Brand Burger on April 1st. However, 'No Chicken Nugget' recorded an average daily sales volume of about 3,000 units, three times higher than expected, selling all 100,000 units within a month. Consequently, Shinsegae Food urgently secured raw materials for 200,000 units and started the second sale of 'No Chicken Nugget' on May 4th, which also sold out within a month and a half.

The popularity of 'No Chicken Nugget' appears to be greatly influenced by changing consumer perceptions of plant-based meat. The company explained, "In the past, the main consumers of plant-based meat were limited to those who followed vegetarian diets for religious or health reasons, but recently, with the spread of the meaning-out trend such as animal welfare and environmental protection, more consumers recognize plant-based meat as 'good protein.'"

Additionally, developing it as a chicken nugget side menu favored by people of all ages and offering it at a price in the 2,000 KRW range allowed consumers trying plant-based meat for the first time to experience it without burden, which was also cited as one of the reasons for the popularity of 'No Chicken Nugget.' Since its launch, curiosity about plant-based meat led mainly MZ generation consumers to try it, and word of mouth on SNS spread that the taste and texture are similar to real chicken, rapidly increasing sales.

A Shinsegae Food official said, "The unexpectedly positive response to No Chicken Nugget, launched as a test in the plant-based meat market, reflects the needs of consumers who prioritize the value of sustainability," adding, "As the plant-based meat market is expected to continue growing steadily, we will focus on developing plant-based meat and menus utilizing it in the future."