Increasing the Proportion of Wheat Rice Cake Products in the Existing Rice Cake-Focused Lineup
Giant Series Surpasses 80 Million Units in Cumulative Sales
CU, a convenience store operated by BGF Retail, announced on the 3rd that it will relaunch its representative snack product, tteokbokki, to celebrate the 10th anniversary of its refrigerated ready-to-eat brand 'Giant Series.'
Launched in 2014, CU's Giant Series has offered snack menus such as tteokbokki, jjolbokki, and sundae tteokbokki, boasting strengths like large portions, reasonable prices, and convenient cooking. Leading the 'modisumer' culture of pairing with other products like triangular kimbap and cheese, it has achieved cumulative sales of 80 million units.
In particular, among more than 20 refrigerated instant cup tteokbokki products sold at CU from January to last month this year, the top three best-selling items were all from the Giant Tteokbokki series.
To commemorate the 10th anniversary, the newly launched Giant Tteokbokki includes a total of three types: ▲Giant Rice Tteokbokki Cup (2,900 KRW) ▲Wheat Tteokbokki Cup (3,000 KRW) ▲Wheat Rabokki Cup (3,800 KRW).
Breaking away from the previous lineup focused mainly on rice cakes, the lineup has been segmented to satisfy both rice cake and wheat cake preferences. An internal survey revealed that among the main consumers of tteokbokki, women in their 20s and 30s showed a high preference for wheat cakes, and it was noted that famous tteokbokki restaurants nationwide with high ratings also use a high proportion of wheat cakes.
Changes were also made to the tteokbokki sauce. It was renewed to match the average spiciness of actual popular restaurants to enhance mass appeal, while blending vegetable and katsuobushi-based broth. By mixing three types of chili powder, the umami of gochujang is brought out even with just 5 minutes of microwave cooking.
The packaging was also emphasized to clearly distinguish between rice cakes and wheat cakes. Additionally, in line with the eco-friendly management policy, the plastic container lids were replaced with paper lids. CU plans to apply paper lids to future Giant Series products as well.
Lee Su-yeon, a product planner (MD) of BGF Retail’s HMR team, said, "We plan to continuously expand the Giant Tteokbokki lineup by developing new menus such as rose jjolbokki and fried tteokbokki within the year," adding, "CU will continue to enhance customer shopping satisfaction with various products that emphasize high quality and reasonable prices."
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