"Lower Calories and Lighter"… Food Industry Flooded with 'Jeojeoikseon' Products

Reflecting MZ Generation Food Culture Trends Focused on Self-Care
Reducing Sugar, Sodium, and Caffeine, Using Plant-Based Ingredients

The distribution industry is recently launching various food and beverage products in line with the 'Jeojeo (低低) Ikseon' trend, a new food culture emerging among the MZ generation (Millennials + Generation Z). Jeojeo Ikseon refers to the focus on lighter ingredients or calories, especially among the MZ generation who are highly interested in self-care.

Seagram Sweet Peach Black Tea flavor (left) and Yuzu flavor by Coca-Cola Company
[Photo by Coca-Cola Company]

According to the industry on the 3rd, Coca-Cola's sparkling brand Seagram recently released 'Seagram Sweet Peach Black Tea Flavor' and 'Seagram Sweet Yuzu Flavor,' which add refreshing and sweet notes to crisp carbonation. These products are designed to be enjoyed refreshingly and lightly while maintaining the clean taste of carbonation.

Food and beverages with reduced sugar or sodium are also popular. Coffee brand Georgia introduced a new product, 'Georgia Craft Low-Calorie Latte,' which reduces concerns about calories and caffeine. The calorie content is reduced to about one-third compared to the original. There is also a decaffeinated coffee, 'Georgia Craft Decaf Black.'

Dongwon Home Food launched low-calorie, low-sugar sauces 'Vivid Kitchen Teriyaki Sauce' and 'Vivid Kitchen Oyster Sauce.' Vivid Kitchen Teriyaki Sauce uses alternative sweeteners instead of sugar, containing only 30 kcal and 3g of sugar per 100g. Vivid Kitchen Oyster Sauce is also a low-calorie, low-sugar sauce product with 30 kcal and 0g sugar per 100g.

Pulmuone is offering Korean-style convenient meal kits with reduced sodium through its soup, stew, and hot pot HMR brand 'Bandeuthan Sik.' The 10 types of soup, stew, and hot pot products have reduced sodium by more than 25% compared to similar products in the same food category to lessen the sodium intake burden for Koreans who consume a lot of broth.

No Brand Better Bun (photo above), which replaced burger buns with 100% plant-based ingredients, and Ottogi's vegan specialty brand Hello Veggie's vegan cup rice made with plant-based meat alternatives, 'Omni Inside Curry and Jjajang Rice Bowl'
[Photo by each company]

In the food industry, products emphasizing lightness by using plant-based ingredients are continuously emerging. Notably, Shinsegae Food's No Brand Burger has switched all burger buns to 100% plant-based. Instead of commonly used animal ingredients such as butter, milk, and eggs, only 100% plant-based ingredients are used. Additionally, the 'Better Salad,' topped with 'Better Meat' cold-cut slices made from 100% plant-based ham, surpassed 10,000 cumulative sales within 20 days of its launch, gaining popularity.

Furthermore, Ottogi's vegan specialty brand Hello Veggie launched vegan cup rice 'Omni Inside Curry and Jjajang Rice Bowls' made with plant-based meat alternatives, and food tech company Intake expanded the lineup of 'Innocent Plant-Based Chicken Breast Cubes,' which can be enjoyed as high-protein, low-sugar, zero cholesterol, and zero trans fat products.