Industry's First Dessert Brand Launch
Dessert Sales Grew 25% Last Year
BGF Retail announced on the 5th that its convenience store CU has launched the dessert brand ‘Dangwajeom,’ the first of its kind in the industry.
Dangwajeom means ‘a dessert shop that captivates both the eyes and the palate with sweet flavors and dazzling appearances.’ The name is inspired by the word ‘dangwa,’ which collectively refers to candies and snacks. Through Dangwajeom, CU is determined to introduce differentiated dessert products.
'Jjondeokke' and 'Ddoongcarong' products introduced at the brand convenience store. Provided by BGF Retail.
Starting with four Dangwajeom products this month, CU plans to continuously release a variety of dessert menu items. The first products to be introduced are two types of chewy cakes and two types of ddungkarons.
The chewy cake (3,800 KRW) is a mousse cake that combines the sweet and chewy textures of chocolate and brownie. Considering customers’ diverse tastes, it comes in matcha mousse chewy cake and chocolate mousse chewy cake. The ddungkaron (3,700 KRW) is a thick macaron filled with cream and generously coated with various toppings. The coffee ddungkaron (2 pieces) features hazelnut coffee cream and mocha cream flavors, while the berry ddungkaron (2 pieces) includes strawberry yogurt cream and berry cream, each enhanced with chocolate dipping and marshmallows, respectively.
Demand for desserts is increasing every year. Since the launch of Yonsei Milk Cream Bread in 2022, consumer interest in convenience store desserts has surged, resulting in CU’s dessert sales doubling annually. Last year, the dessert sector’s sales growth rate reached 25%.
With the popularity of CU’s Yonsei Milk Cream Bread series, Lala Sweet series, and Matpoli Tiramisu series, CU aims to expand customers’ choices by offering high-quality products at a specialty store level through active branding. In 2023, CU also launched its own bakery brand, ‘Bakehouse 405,’ after confirming broad consumer demand for bakery products.
To celebrate the launch of Dangwajeom, a discount event will be held throughout February. Customers can purchase 28 refrigerated desserts, including the four Dangwajeom products and two towel cakes, at a 30% discount by scanning the event QR code within the Pocket CU app and paying with NongHyup Card, Naver Pay Money, or points. Every day at 11 a.m., the first 1,000 customers on Pocket CU will receive random discount coupons and exchange vouchers for Dangwajeom products. Additionally, from the 6th to the end of the month, a promotion will reward the 10 customers who share the event the most with 10,000 CU points each.
Kim Goni, MD of the Snack Food Team at BGF Retail, said, “We planned the differentiated dessert brand with the goal of offering CU’s convenience store dessert enthusiasts a variety of high-quality products they have never seen before,” adding, “Going forward, CU will continue to lead industry trends by introducing products that enhance the quality and variety of convenience store food to meet customer needs.”
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