Lotte Wellfood Targets HMR Market with 'Shefood,' Making Everyone a Chef

Lotte Wellfood is competing in the growing Home Meal Replacement (HMR) market based on its convenience food brand ‘Shefood’. Shefood is a compound word of ‘Chef’ and ‘Food’, aiming to deliver the experience that ‘Anyone can become a chef’.

Having recognized the growth potential of the HMR market during the COVID-19 pandemic, Lotte Wellfood began aggressively targeting the business-to-consumer (B2C) convenience food market from 2021 by investing in brand restructuring and expanding production lines. First, in April 2021, the company invested over 100 billion KRW to expand the production facilities at its Gimcheon plant, increasing the convenience food production line. In May of the same year, to provide consumers with a consistent convenience food experience, the previously separate convenience food brands Shefood and La Cuisine were unified under the Shefood brand, accompanied by a brand renewal.

The flagship product, ‘Shefood Pork Loin Tonkatsu’, is a thick-style convenience food product typically found in specialty restaurants. Made with domestically sourced whole pork loin coated with batter and breadcrumbs, it features a thick cut of about 2cm that delivers a rich and satisfying taste. It is also the first product utilizing the new HMR line at the Gimcheon plant. Using the latest manufacturing equipment that enhances texture, the product’s quality has been elevated beyond that of conventional tonkatsu. The process mimics handmade tonkatsu by kneading and evenly pounding multiple times, preserving the thickness of the tonkatsu while achieving a tender texture. Since it is pre-fried, it can be easily prepared to a specialty restaurant level simply by air frying.

Shefood Blending Curry allows consumers to intuitively experience the brand’s promise that ‘Anyone can become a chef’ by making restaurant-quality curry easily and conveniently. It comes in a liquid retort pouch that can be torn along the perforation and microwaved for about one minute. Combining around 20 diverse spices and ingredients, including key spices such as turmeric, cumin, and thyme, it delivers a deep and rich curry flavor and taste.