Woori E&L Launches Health Functional Food Brand 'Harutin'... "Plans to Introduce 14 Products"

[Asia Economy Reporter Hyunseok Yoo] LED specialist company Woori E&L announced on the 2nd that it is entering the health functional food business by launching the health functional food brand 'HA.routine' for maintaining daily condition and releasing five new products.

The brand name 'HA.routine' is a compound word of the Korean word 'haru' (day) and the English word 'routine.' The brand logo also indirectly expresses the sound of laughter 'hahaha,' conveying the meaning that HA.routine hopes to accompany a day full of continuous laughter in daily life.

The brand model is the versatile entertainer 'Kim Heechul,' who is familiar to all ages and boasts excellent humor, aiming to approach consumers with a friendly image for a health functional food brand that might otherwise feel stiff.

HA.routine aims to provide a healthy lifestyle suited to daily routines by developing health functional foods that meet various lifestyle needs through collaboration between Woori E&L and its affiliate Woori Bio, planning to release a total of 14 new products.

HA.routine consists of three categories: ▲ 'Nutrition Line,' focusing on essential nutrients for daily life ▲ 'Diet Line,' for a healthy and balanced life ▲ 'Oriental Line,' using traditional ingredients such as red ginseng and deer antler velvet.

The Nutrition Line includes 'Multivitamin One Day,' which meets 100% of the daily recommended intake by the Ministry of Food and Drug Safety, as well as 'All-in-One Eye Care,' 'Lutein RTG Omega-3,' 'Plant-based Milk Thistle,' and 'Calmadi' (Calcium, Magnesium, Zinc, Vitamin D).

The Diet Line consists of 'HA.cut Diet,' 'Cal-Out Diet,' and 'Fat-Out Diet,' while the Oriental Line includes red ginseng and deer antler velvet products such as 'Jin (眞) Red Ginseng Stick,' 'Jeong (正) Red Ginseng Stick,' and 'Deogyong Homsam Premium.' The Diet and Oriental Lines are scheduled for release in mid-August.

The newly released products can be purchased at the HA.routine online mall and HA.routine Naver Smart Store. To celebrate the product launch, various discount benefits are offered, including a 2,000 KRW credit for new members, a 3,000 KRW discount coupon on the first purchase, and a 2,000 KRW discount coupon for members who register as HA.routine KakaoTalk Plus Friends.

A Woori E&L official said, "As interest in health functional foods has increased, we hope HA.routine becomes a friendly brand that breaks the stiff image unique to health supplements," adding, "We will continue to introduce various products in the future."