CJ CheilJedang, 'Ultib Protein' Sells 1 Million Units in Just Three Months

Minimizing the Bitter Taste of Protein Drinks

CJ CheilJedang announced on the 11th that its plant-based protein beverage, 'Altive Protein Rice Flavor and Chestnut Flavor,' surpassed cumulative sales of 1 million units within three months of its launch in April.

Altive Protein Rice Flavor and Chestnut Flavor is a newly reinterpreted protein beverage created through the collaboration of the national brands Hetbahn and Matbam with CJ CheilJedang's in-house venture. It features unique flavors using rice powder and chestnut paste, and the beverage containers incorporate the distinctive designs of Hetbahn and Matbam, adding visual enjoyment.

The product's popularity is attributed to its differentiated technology that delivers unique flavors and the establishment of a fresh image through collaboration with widely popular brands. CJ CheilJedang minimized the typical heavy and bitter taste of protein drinks by using savory rice and sweet chestnut flavors. Additionally, it received positive reviews for being a rare collaborative product in the protein beverage market.

Yoon Jae-kwon, team leader of CJ CheilJedang's Altive team, stated, “The familiar flavors allow consumers who are unfamiliar with protein drinks to enjoy them without resistance, which has led to a positive response,” and added, “We will continue to introduce delicious plant-based beverages and desserts that meet consumer needs.”

Launched in June 2022, 'Altive' is a plant-based beverage brand that originated from the ideas of MZ generation employees through CJ CheilJedang's in-house venture program 'inno100.' The name is derived from 'Alternative,' meaning to offer new choices in plant-based foods, embodying the vision to provide wellness in people's lives through healthy, tasty, and the newest plant-based foods.