Shinsegae Food Launches Rice-Based Milk... CEO Song Hyun-seok Says "Antibiotic Exposure in Factory Farming, Trust Is Difficult"

Alternative Milk Using Domestic Rice Flour and Brown Rice Introduced
"Animal Welfare and Global Warming Require Other Options"
100% Plant-Based Cheddar-Flavored Cheese Also Available

"The dairy products we consume are exposed to antibiotics, environmental hormones, pregnancy-maintaining hormones, growth promoters, and more. This is why there are many unreliable aspects in milk and cheese produced by factory farming systems. Shinsegae Food aims to find alternatives to confront these uncomfortable truths." (Song Hyun-seok, CEO of Shinsegae Food)

On the 21st, Shinsegae Food launched 'Youawhatit Plant-Based Rice Based,' a beverage made from 100% plant-based ingredients such as domestically produced rice powder. This plant-based beverage targets not only consumers with lactose intolerance or concerns about cholesterol but also the younger generation who prefer value consumption focusing on the global environment and animal welfare.

On the 19th, Song Hyun-seok, CEO of Shinsegae Food, held a press conference at 'Youawhatit' in COEX Mall, Gangnam-gu, Seoul, criticizing the current factory farming system's milk production methods and emphasizing the need to develop alternative milk.

First, CEO Song said, "In Korea, when a dairy cow is born, artificial insemination is performed 14 to 16 months later, and after a 10-month pregnancy, milk is extracted for 330 days out of 365 days. Then, after about 90 days of rest, artificial insemination is done again, and milk is extracted once more. As a result, a cow with a natural lifespan of 20 years ends up dying within 5.5 years."

CEO Song pointed out that this milking method not only violates animal welfare but also accelerates global warming. He said, "The world population is 8 billion, but livestock numbers reach 27.17 billion. Livestock consume more grains and water than humans and emit more exhaust." He added, "15% of total greenhouse gas emissions come from livestock farming. Until now, the main values of the food supply system have been 'convenience, taste, and productivity,' but now is the time for change."

Accordingly, Shinsegae Food has officially begun targeting and nurturing the plant-based beverage market through Youawhatit Plant-Based Rice Based, made from 100% plant-based ingredients. The new product features a clean and savory rice beverage flavor by optimally blending 100% plant-based ingredients such as domestically produced rice powder and brown rice oil. It is rich in dietary fiber (14g per 1L) and calcium (999mg per 1L) and contains no gluten, making it a healthy choice.

At the same time, it can promote the consumption of domestic rice. Youawhatit Plant-Based Rice Based is made from rice powder, providing a stable sales channel for domestic farms and contributing to increasing food self-sufficiency. According to Statistics Korea, domestic rice consumption has been declining since 1983, and last year, per capita rice consumption was 56.4kg, less than half of the 122.1kg in 1993. In response, the Ministry of Agriculture, Food and Rural Affairs is promoting policies to expand rice powder usage to 10% of the annual wheat demand of 2 million tons to increase rice consumption.

Along with Youawhatit Plant-Based Rice Based, Shinsegae Food also launched 'Youawhatit Plant-Based Cheddar-Flavored Cheese Slices.' This product blends premium plant-based ingredients such as oats and high-protein nuts like cashews in optimal proportions to create a savory taste and soft cheese texture. Made entirely from plant-based ingredients, it can be enjoyed without worries about lactose intolerance or cholesterol.

Shinsegae Food plans to expand sales channels for these new products to large supermarkets, online malls, cafes, bakeries, and more, increasing consumer touchpoints. They also intend to integrate these products into various businesses such as food manufacturing, bakeries, dining, and franchises to provide consumers with positive experiences with plant-based beverages and cheese and actively foster the market. A Shinsegae Food representative said, "We plan to use this cheese in the vegan burgers at No Brand Burger, operated by Shinsegae Food."

Meanwhile, according to market research firm Euromonitor, the domestic plant-based beverage market size reached 676.9 billion KRW last year, growing about 30% compared to 522.1 billion KRW in 2018, five years ago. It is expected to surpass 1 trillion KRW by 2026. Especially, the market for plant-based beverages other than soy milk is growing rapidly. Last year, it was 93.4 billion KRW, a 203% increase from 30.8 billion KRW five years ago. This is a global trend. The global plant-based beverage market size was 20 billion USD last year, a 37% increase from 14.6 billion USD in 2016, seven years ago, and is expected to grow to 23.9 billion USD by 2026.