"Up to 52% Cheaper Than Similar Products" Emart's New 'On Gajok Protein'

Emart PL Health Functional Food BioPublic Launches '100% Plant-Based Protein Care'
38-52% Cheaper Than Similar Products... Higher Nutrient Content Including Protein, Calcium, and Zinc
Non-GMO with No Genetic Modification, 24g Protein Intake Per Day from 100% Plant-Based Ingredients

Emart Bio Public, '100% Plant-Based Protein Care'.

[Asia Economy Reporter Yuri Kim] Emart's private label (PL) health functional food brand BioPublic announced on the 8th that it has launched a protein supplement called '100% Plant-Based Protein Care,' which lowers the price while increasing the nutritional content. It is characterized by being 38-52% cheaper compared to similar products.

BioPublic, which was first introduced in June last year, aims to be a 'cost-effective health supplement' brand for personal consumption rather than gifts. The company stated, "the newly launched 'cost-effective protein' will raise awareness as a practical health supplement for customers facing increased living expenses due to high inflation."

100% Plant-Based Protein Care contains 14 packets of 25g each in one container. Since it is recommended to be consumed twice a day, it provides a 7-day supply. The price per container is in the mid-10,000 KRW range. It is more than 50% cheaper than similar protein supplement health functional foods on the market.

The nutritional content is high. Based on the daily intake (2 packets), the amount of protein in '100% Plant-Based Protein Care' is 24g. This is about 20% more protein than similar products sold on the market. The calcium, magnesium, and zinc content is twice that of similar products.

The 'Amino Acid Score,' used as a measure to evaluate the nutritional value of protein, is 110 points, exceeding the Ministry of Food and Drug Safety's standard of 85 points for health functional foods. If the Amino Acid Score is below 85 points, the product is classified as 'other processed foods' rather than a health functional food.

It uses 100% plant-based ingredients. It is made by blending soy protein, rice protein, wheat protein, and coffee bean protein. All ingredients are Non-GMO foods. It is made without chemical additives such as titanium dioxide, hydroxypropyl methylcellulose, carboxymethylcellulose calcium, magnesium stearate, or coloring agents.

Kim Ga-eun, product development partner at Emart BioPublic, said, "Although customers know the importance of protein intake, many found the high-priced protein supplements on the market burdensome to consume regularly and unfamiliar in taste. BioPublic focused on developing protein that men and women of all ages can safely consume daily. The taste is a familiar grain flavor, so the whole family can enjoy it without burden."

According to Food Industry Statistical Information (FIS), the domestic protein food market size grew about fourfold from 81.3 billion KRW in 2018 to 336.4 billion KRW last year. It is expected to increase to 400 billion KRW this year.

An Emart official said, "Since the launch of Emart PL health functional food BioPublic in June last year, we have released probiotics, omega-3, multivitamins, and more," adding, "As customer interest in health management grows, BioPublic aims to contribute to improving customers' health by making health supplements accessible to everyone without burden."