Dongwon F&B Denmark Yogurmil, a Brave Challenge in the CMR Market

[Asia Economy Reporter Lim Hye-sun] Dongwon F&B is targeting the 3rd generation convenience meal replacement (CMR) yogurt market with 'Denmark Yogurmil.'

Dongwon F&B operates 'Denmark Yogurmil' as an integrated brand for 3rd generation CMR yogurt and plans to lead the market by offering various products that pair yogurt with grains, salads, and toppings. Dongwon F&B aims to achieve sales of 40 billion KRW for 'Denmark Yogurmil' this year and grow the brand to a scale of 50 billion KRW by 2022.

The four types of 'Denmark Yogurmil Grains' are convenient meal replacement products containing soft yogurt mixed with whole grains such as oats, barley, and black rice. Each product is enhanced with ingredients like pumpkin and purple sweet potato. Recently, they also launched 'Denmark Yogurmil Seed,' which adds roasted pumpkin seeds and sunflower seeds for a nutty flavor and texture.

The three types of 'Denmark Yogurmil Salad' are products that contain salads made from various fruits and vegetables combined with yogurt. Each cup contains the dietary fiber equivalent of one apple and 15 billion probiotic lactic acid bacteria.

Recently, yogurt has evolved from the 1st generation fruit yogurt, which was used as a dessert with strawberries and peaches, and the 2nd generation plain yogurt emphasizing functionality such as being unsweetened and promoting gut health, to the 3rd generation convenient meal replacement yogurt that can simply substitute a meal. In fact, the 3rd generation yogurt market is rapidly growing every year. According to market research firm Nielsen Korea, the domestic 3rd generation yogurt market size surged from 32.8 billion KRW in 2017 to 100 billion KRW last year. The popularity of 3rd generation yogurt stems from consumers’ demand to obtain proper nutrition even when having a quick meal amid busy daily lives.

Dongwon F&B previously launched 'Denmark Yogurmil Grains' in 2018, which contains various whole grains mixed into yogurt. Last year, they introduced 'Denmark Yogurmil Salad,' which includes fruits and vegetables in yogurt, and 'Denmark Yogurmil Flip,' a flip-type container with yogurt and toppings, establishing themselves as a leading brand in the CMR yogurt market.