Haitai-Baeksul Meet at Emart... Exclusive Release of 3 Collaborative Snacks

Xylos Yeonyanggaeng, Brown Sugar Potato Chips,
Omija-cheong French Pie
Reflecting the 'Cross Collaboration' Trend in the Confectionery Market
Prepared Over 5 Months with Haitai and Baeksul

Emart announced on the 17th that it will exclusively launch three types of snacks through a collaboration with the snack brand 'Haitai' and the sweetener brand 'Baeksul'.

Emart explained that the biggest feature of this collaboration is the creation of a new combination of steady-selling snacks and sweeteners.

Three collaboration products by Haitai x Baeksul exclusively released by E-Mart.
[Photo by E-Mart]

First, they developed and released a product containing xylosugar for the first time in yeonyanggaeng (soft red bean jelly). 'Yeonyanggaeng Xylosugar Flavor (50g, 10 pieces, 5,980 KRW)' contains 20% Baeksul xylosugar, characterized by a mild taste that reduces sugar absorption in the body. The packaging was also designed to match Baeksul xylosugar.

Emart expects this new product to continue the 'Chestnut Yeonyanggaeng' craze from the first half of this year. Previously, Emart's exclusive product 'Bibi X Chestnut Yeonyanggaeng,' released in March with a limited sale of 50,000 units, led to a rebound in overall yeonyanggaeng sales. During the sales period, total Emart yeonyanggaeng sales increased by 51% compared to the same period last year, and the share of yeonyanggaeng in the 'jelly' product category rose from 10% in 2023 to 16% this year.

They also introduced 'Saengsaeng Potato Chips Black Sugar Flavor (85g, 1,980 KRW),' which coats potato chips with Baeksul's signature black sugar. Using Baeksul black sugar as seasoning, it offers a 'sweet and salty' taste different from conventional sweet potato chips. Additionally, the packaging features a retro-style sugar sack design.

The pie snack Hureunchi Pie was reborn as 'Hureunchi Pie Omija Syrup (192g, 3,580 KRW)' by incorporating Baeksul's omija (five-flavor berry) syrup. Hureunchi Pie has previously released various fruit flavors based on sweetness, such as apple, strawberry, Shine Muscat, and citrus marmalade. This time, Baeksul omija syrup was added to provide five different tastes, including sweet and sour flavors.

The background for Emart's exclusive product development lies in recent trends in the confectionery market. 'Heterogeneous collaborations' that deliver freshness through new combinations, such as 'Tabasco-flavored chocolate,' are gaining popularity. This exclusive product underwent about five months of preparation, from intellectual property (IP) negotiations between Haitai and Baeksul to the actual product launch. Generally, the development period for collaboration products is known to be about 2 to 3 months.

Kim Hyosu, Emart's snack buyer, said, "Recently, customers consuming snacks such as cookies and chocolates prioritize not only taste but also the fun of sharing on social networking services (SNS)." He added, "We hope customers will definitely experience this fun collaboration product prepared in limited quantities exclusively at Emart."