Lotte Wellfood Launches Meal Replacement Snack Brand 'Comfort It's Enough'

Lotte Wellfood launches 'ComfortEatsEnouF' for Life Performers
Main ingredients: whole grains and 100% domestically pressed barley

Lotte Wellfood announced on the 3rd that it is launching a nutrition-enhanced and meal replacement confectionery brand, 'ComfortEatsEnouF,' and releasing six new products.

'ComfortEatsEnouF' is a brand name combining 'Comfort Eats,' meaning convenient food, and 'Enough nutrition of your fine days.' It aims to be a nutrition-enhanced and meal replacement confectionery brand with strengthened health and wellness elements. It features the application of barley and whole grain research results from Lotte Central Research Institute and product development know-how for balanced nutritional design.

Photo of Lotte Wellfood's 'Comfort It's Enough' product. Lotte Wellfood

Lotte Wellfood focused on the 'modern meal' culture of Life Performers?those who lead their daily routines and time proactively for a healthy life in their own way?who prefer convenient yet balanced nutrition instead of traditional three meals a day, and want to use their time efficiently. According to the Korea Disease Control and Prevention Agency, although the number of meals has decreased compared to the past, consumer interest in nutritional information when purchasing food has increased. In 2023, the breakfast skipping rate in Korea was about 34.6%, up more than 10 percentage points from 24% in 2014, but the use rate of nutrition labels when choosing processed foods increased from 26.5% in 2014 to 38.2% in 2023.

Accordingly, Lotte Wellfood plans to target Life Performers who pursue both convenience and nutrition. The new products launched this time include six types: baked cookies, toasted bread, golden chew bars, cube cakes, shake meals, and classic barley meals. They feature whole grains and 100% domestically pressed barley as main ingredients, with increased protein and dietary fiber content and reduced sugars and saturated fats. ComfortEatsEnouF plans to continuously expand its product lineup starting with these new products.

To commemorate the launch of ComfortEatsEnouF, Lotte Wellfood has selected actress Go Min-si as the brand model and will carry out an advertising campaign. Until the 16th, they are recruiting consumer experience group 'EnouFfluencers' through Instagram.