"Lotte Homeshopping Launches 'Uju Protein' Developed with Ideas from the MZ Generation"

Formed 'MZ PB Development Team' with In-House Contest Winning Employees, Launching First Planned Product
Product Planning and Package Design Reflecting Self-Management, Health, and SNS Sharing

Lotte Homeshopping MZ PB Development Team employees are introducing their self-developed product, 'Uju Protein'.

[Asia Economy Reporter Yuri Kim] Lotte Homeshopping announced on the 6th that it will accelerate its targeting of the MZ generation (Millennials + Generation Z) by launching self-developed products directly planned by MZ generation employees.

In September last year, Lotte Homeshopping established the 'MZ PB Development Team,' composed solely of MZ generation employees, and developed self-branded products aimed at the MZ generation. As the first product, reflecting the generation's characteristics of being highly interested in self-care and health, they introduced a high-protein nutritional snack called 'Uju Protein' that does not get tiresome even after long consumption. Starting with this, they plan to expand the development of customized self-branded products for the MZ generation in areas such as fashion and living.

The protein bar 'Uju Protein' is conceptualized by setting the MZ generation as astronauts and presenting a product with the highest domestic standards, like high-calorie food for astronauts. It features a high content compared to products sold on the market, including 21g of protein?the highest in Korea?and 10g of dietary fiber. Approximately four months were spent on market research, sampling, and product evaluation, and the packaging design was created with the MZ generation’s familiarity with certification shots in mind, using concepts and materials suitable for SNS exposure.

Since the 31st of last month, it has been sold exclusively for two weeks on 'Wadiz,' the number one crowdfunding platform in Korea. It was launched on an external channel rather than Lotte Homeshopping to actively gather objective feedback, which is an unusual approach. The product is offered in a set of 12 packs at a reasonable price, and it has achieved more than 20 times its target within just five days. Next month, in addition to the existing Kakao flavor, Injeolmi and pumpkin flavors will be added and introduced on Lotte Homeshopping’s mobile live broadcast 'L.live,' with plans to enter various shopping platforms. Within this year, they plan to commercialize and launch ideas from MZ generation employees such as the 'Eco-friendly Solid Kit' consisting of shampoo bars, solid toothpaste, and bamboo toothbrushes; 'Underwear' promoting body positivity; and 'Restaurant Meal Kits.'

Choi Miryung, head of the Lotte Homeshopping MZ PB Development Team, said, "To empathize with the values of the MZ generation, which has emerged as a major consumer group, MZ generation employees directly participated in developing products they can relate to. As the protein product market has rapidly grown recently, especially among the MZ generation, we planned a high-protein bar for the first time, and we will continue to introduce various self-branded products reflecting MZ generation trends."

Meanwhile, to discover and commercialize ideas from MZ generation employees, Lotte Homeshopping held an internal contest called 'Game Changer Audition' in April last year. The team that proposed 'Developing self-branded products targeting the MZ generation' with differentiation from existing products won the final prize, and subsequently, the 'MZ PB Development Team' was established with participating employees to commercialize the idea. All members, including the team leader, are from the MZ generation, and starting with this product launch, they plan to continuously plan projects targeting the MZ generation.