Continuous Growth of Shelf-Stable Instant Rice in the North American Market
"Will Develop Large Products Following White Rice"
CJ CheilJedang announced on the 28th that it will export and sell the shelf-stable instant rice product 'bibigo Korean BBQ Fried Rice' in the North American market. Until now, CJ CheilJedang has been selling frozen fried rice in North America. This is the first time they are launching a shelf-stable fried rice product.
'bibigo Korean BBQ Fried Rice' maximizes the flavor of fried rice by using CJ CheilJedang's natural seasoning ingredient 'Taste & Rich.' It uses brown rice as the main ingredient to preserve the fluffy texture of the rice grains. The shelf life is also 15 months, which is longer than that of frozen fried rice. Additionally, it is released in the same bowl shape as the domestic Hetbahn, making it convenient to eat. Fried rice products in the North American market are usually in pouch form, requiring the hassle of transferring to a bowl after cooking.
A consumer is looking at 'Bibigo Korean BBQ Fried Rice' at Walmart in the United States. Photo by CJ CheilJedang
The new product is currently available at major grocery channels such as Walmart and Publix. It is expected to be introduced to other major distribution channels in the future.
CJ CheilJedang's shelf-stable instant rice, mainly white rice, has been continuously growing in North America. Last year, Hetbahn white rice sales recorded approximately 160 billion KRW, a 20.6% increase compared to the previous year. Cumulative sales up to September this year also rose about 12% compared to the same period last year. Currently, Hetbahn white rice is available at Costco stores in the U.S., Australia, and Mexico, with plans to expand its sales channels further.
Hong Jung-wook, head of P-Rice at CJ CheilJedang, stated, "We plan to develop shelf-stable fried rice as a major product following white rice to continue the popularity of K-instant rice."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
