CU, Ultra-Low Price PB Deuktem Series... 20 Million Units Sold 'Hit'

Hotbar 7.3 Million, Ramen 4.2 Million
Cooked Rice 3.1 Million, Tissue 1.2 Million Sold

This Year's Sales Up 342.7% YoY
On the 14th, 2,900 Won Boneless Chicken Deuktem Launch

CU announced on the 12th that its ultra-low-priced private brand (PB) 'Heyroo (HEYROO) Deuktem Series,' first introduced in the industry in 2021, has led the thrifty consumption trend and surpassed 20 million cumulative sales this month.

A model is introducing CU's ultra-low-priced private brand (PB) 'HEYROO Deuktem Series'
[Photo by BGF Retail].

The CU Deuktem Series offers more than 30 high-demand items such as kimchi, ramen, eggs, tissues, pizza, cereal, and chicken breast at about half the price of National Brand (NB) products, tailored to customer needs.

Looking at the sales volume by product in the Deuktem Series, Hot Bar Deuktem sold 7.3 million units, Ramen Deuktem 4.2 million units, Cooked Rice Deuktem 3.1 million units, Tissue Deuktem 1.2 million units, and Egg Deuktem 900,000 units, showing high sales figures. Recently launched products like Stir-fried Kimchi Deuktem, Chicken Breast Deuktem, and Pizza Deuktem have also received a hot response, ranking within the top 1 to 3 in sales within their respective categories.

The Deuktem Series minimizes price increase factors such as margin, logistics, and advertising costs, making it price-competitive compared to NB products of the same quality. As a result, customers feeling the burden of rising grocery prices continue to purchase these products. Sales of the CU Deuktem Series from January to August this year surged by 342.7% compared to the previous year.

Riding on the popularity of the Deuktem Series, CU is expanding its related product lineup across various categories. Following the pizza Deuktem, which is cheaper than delivery fees, launched in April, a new product, Boneless Chicken Deuktem priced at 2,900 won, will be introduced on the 14th of this month. This cost-effective boneless chicken was planned to meet the demands of single-person households, the main customers of convenience stores, amid increasing consumer burdens in the era of 30,000 won chicken.

The Boneless Chicken Deuktem is priced more than 50% cheaper per gram compared to similar NB products currently sold in convenience stores. It uses chicken breast meat, which highlights the unique texture of boneless chicken, "geotba-sokchok" (crispy on the outside and moist on the inside).

CU plans to continue expanding the Deuktem Series products, focusing on frozen convenience foods that are easy to store and cook, with the potential for various menu expansions.