Lotte Mart Launches PB Brand 'Oneul Joeun'... Strengthening Product Competitiveness

One-Year Collaboration with Lotte Central Research Institute
Development of Brand-Specific Packaging
Over 100 Products Reflecting the Latest Trends

Lotte Mart announced on the 15th that it will launch its private brand (PB) ‘Oneul Joeun’ on the 16th and strengthen product competitiveness.

Oneul Joeun is a master PB brand that integrates Choice L for existing food and daily necessities, Sweet Hug for desserts and snacks, Habit for health functional foods, and Only Price representing cost-effectiveness. Going forward, Lotte Mart plans to operate only ‘Oneul Joeun’ and the home meal replacement (HMR) brand ‘Yorihada’ in the grocery category.

Customers are purchasing 'Oneul Joeun' products at Lotte Mart Zeta Flex Jamsil branch.
[Photo by Lotte Mart]

Since early last year, Lotte Mart has closely analyzed each PB brand while simultaneously conducting brand awareness surveys. As a result, they confirmed the need for a PB brand representing groceries, which Lotte Mart is focusing on, and developed a new brand. Oneul Joeun was completed after a year of collaboration between Lotte Mart and the Lotte Central Research Institute, with the slogan “Today’s Best Choice.” The brand logo was designed in the shape of a comma inspired by “a pleasant pause in daily life.”

They also developed exclusive packaging for ‘Oneul Joeun.’ This packaging enhances product visibility with a consistent design and intuitively conveys product information by displaying the product’s key features as emblems on the front of the package. On the back, the packaging includes Lotte Mart’s eco-friendly brand ‘Reals’ recycling guide campaign, explaining how to separate and dispose of the packaging by type with images and text. The design was developed to eliminate concerns not only when customers shop for the product but also when they dispose of it.

Lotte Mart will introduce about 100 ‘Oneul Joeun’ products, including the latest trend items such as healthy pleasure, zero trend, and mixology. Representative products include ‘Oneul Joeun Cola & Cider Zero’ and ‘Oneul Joeun Tonic Water.’ These products will also be sold on Lotte Mart Mall operated by Lotte Super and Lotte ON.

A Lotte Mart official said, “To launch a new master PB brand representing Lotte Mart groceries, professional merchandisers (MDs) and the Lotte Central Research Institute put in a lot of effort,” adding, “We will continue to develop essential products for the top distribution channel that reflect reasonable prices, optimal quality, and various trends.”