Shinsegae Food Starts Selling 'Rice Based' at Emart... "Actively Expanding Distribution Channels"

Plant-Based Beverage Made from Domestic Powdered Rice
Positive Response in Taste and Quality During Online and Offline Test Sales

Shinsegae Food is expanding the sales channels of its plant-based beverage made from domestic powdered rice, 'You Are What You Eat Rice Based,' to enhance customer experience.

On the 19th, Shinsegae Food announced that it will begin selling Rice Based at over 30 major Emart stores nationwide. This sales expansion at Emart follows the high response from test sales conducted both online and offline last month. Despite Rice Based being a somewhat unfamiliar plant-based beverage, it sold out every time during special promotions held on online malls such as Gmarket, SSG.com, and Kakao Shopping. Additionally, during a two-week tasting and pop-up event held at Hanaro Mart Yangjae branch from the 15th of last month, customers responded positively to its savory and mild taste as well as its rich nutritional content, leading to official sales after the pop-up event.

Starting with sales at Emart, Shinsegae Food plans to actively carry out various marketing activities, including tasting events, to expand customers’ positive experiences with plant-based beverages made from powdered rice. Through this, the company aims to promote not only the excellent taste and nutritional benefits of powdered rice beverages but also the social value of providing stable sales channels and income to domestic rice farmers, as well as contributing to animal welfare and environmental sustainability.

A Shinsegae Food representative said, "In response to the growing interest among middle-aged and older consumers in healthy rice-based plant beverages, as well as the value-driven consumption trend among younger generations, we have expanded sales to Emart. Going forward, we plan to actively expand sales channels for Rice Based and increase consumers’ positive experiences with plant-based beverages made from powdered rice."

Meanwhile, You Are What You Eat Rice Based is a plant-based beverage developed by Shinsegae Food through its independent alternative food research and development capabilities. It is made by optimally blending 100% plant-based ingredients such as domestic powdered rice and brown rice oil, resulting in a savory and mild flavor. It is also rich in dietary fiber (14g per 1L) and calcium (990mg per 1L), and can be enjoyed healthily without discomfort caused by lactose intolerance, cholesterol, or gluten.