HPO Launches 'TrueVitamin Choice'... "Customer Segmentation"

[Asia Economy Reporter Yoo Hyun-seok] Premium health functional food specialist HPIO announced on the 23rd that it has launched ‘True Vitamin Choice,’ a customer-segmented product of its flagship vitamin product ‘True Vitamin.’

The newly launched ‘True Vitamin Choice’ is a customer group-customized product based on the existing ‘True Vitamin’ product, with enhanced nutrients needed for women over their 30s. To this end, vitamins such as vitamin B7 (biotin), which helps skin and hair health, and vitamin B12, which aids folate metabolism, were added.

Consumer response has been enthusiastic from the initial launch. ‘True Vitamin Choice’ recorded sales exceeding 1 billion KRW during the launch broadcast on Lotte Home Shopping’s ‘Choi Yura Show’ on the 20th, achieving a complete sell-out.

HPIO plans to expand its segmentation strategy for its core products such as ‘Denmark Probiotics Story (Probiotics)’ and ‘True Vitamin (Vitamin)’ in the future. ‘Denmark Probiotics Story’ has recorded sales of over 300 billion KRW since its launch in 2013, and ‘True Vitamin’ has recorded sales exceeding 100 billion KRW since its launch in 2017, making them representative long-running bestsellers in the industry. The company explained that these products have already secured sufficient consumer recognition and reputation, making it possible to secure growth potential through optimized products tailored to each customer group in the future.

An HPIO official said, “Although competition in the health functional food market has recently intensified, the premium brand ‘Denps’ and flagship products ‘Denmark Probiotics Story’ and ‘True Vitamin’ have clearly differentiated themselves in the high-end market by building consumer trust over a long period,” adding, “Based on this unique competitiveness, we are implementing a customized segmentation strategy, and the complete sell-out on the first day of sales confirmed the effectiveness of the new strategy.”

Meanwhile, HPIO applied 100% recyclable paper packaging jointly developed by HPIO and ‘Hansol Paper’ for even the small packages included in the ‘True Vitamin Choice’ product. The company explained that it will continue to expand the scope of eco-friendly applications so that consumers of the premium brand Denps can make sustainable and valuable consumption in the future.