Orion's 'Choco Pie House' Sells 24 Million Units in 4 Months Since Launch

Sales of 2 Million Boxes Based on 12 Units Each

Orion announced on the 27th that the newly revamped ‘Choco Pie House,’ featuring marbling cream with added choco jam and strawberry jam to the classic ‘Choco Pie Jeong (情),’ has surpassed 24 million individual sales within just four months of its launch.

This amounts to over 2 million boxes based on 12 pieces per box, which the company describes as an unusually high sales volume for a new product. As Choco Pie is a long-standing brand with over 50 years of history, it has a loyal consumer base. The product has undergone a radical transformation in ingredients, taste, texture, and appearance, successfully capturing both ‘familiarity’ and ‘novelty.’

Earlier, in February, Orion introduced ‘Choco Pie House,’ the first product in 50 years to replace marshmallow with cream after the launch of Choco Pie Jeong. Choco Pie House maximizes a soft texture with milk cream that melts smoothly between moist cake layers. Two varieties are currently available: ‘Choco & Cream,’ which offers a rich and abundant chocolate flavor enhanced with choco jam, and ‘Strawberry & Cream,’ which features a perfect harmony of cocoa cake and sweet-tart strawberry jam.

Since first launching ‘Banana,’ a sister product to Choco Pie Jeong in 2016, Orion has expanded consumer choices by releasing seasonal limited editions with fresh fruit concepts such as ‘Strawberry’ and ‘Watermelon.’ Additionally, Orion is broadening its global pie road by selling a total of 25 types of Choco Pies tailored to local food cultures in overseas markets including China, Vietnam, Russia, and India.

An Orion representative stated, “Choco Pie, which has been passed down through generations for 50 years, is receiving positive responses from younger consumers through various challenges and bold transformations. The secret to its popularity lies in enjoying new tastes and textures within the familiarity of a long-established brand.”