Strengthening 'HomeMeal' Meal Kits and Ready-to-Eat Foods
Focusing on Core Quality for Customer-First Value
Providing the Best Choice for Price Stability
Homeplus announced on the 12th that it will declare a 'Mega PB' brand encompassing both food and non-food private brands (PB).
To realize the customer-first value, the existing PBs operated under 'Homeplus Signature' and 'Simple Plus' will be integrated into the 'Simple Plus' mega brand. Accordingly, over 1,400 food and non-food items will be revamped under Simple Plus with the slogan "Simply the essential quality you need, a cost-effective brand made by Homeplus." The company plans to imprint the mega PB integrated brand, which combines the cost-effectiveness (performance-to-price ratio) of Simple Plus and the high quality of Homeplus Signature, on customers.
Models are introducing Homeplus PB 'Simple Plus' flagship products at Homeplus Mega Food Market Live Gangseo Branch. Photo by Homeplus
The goal of this innovation is to secure the core quality of PBs and establish price competitiveness. Based on a clear brand identity (BI), the plan is to focus on essential quality and create a virtuous cycle structure that reinvests the cost savings into pricing to enhance product competitiveness. Additionally, they intend to provide consumers with high-quality products at optimal prices throughout the year.
About 120 types of meal kits and refrigerated convenience foods will be strengthened as specialized PBs and continuously operated under Homeplus's convenient gourmet brand 'HomeMeal,' which aims for "Delicious Home."
Homeplus PB showed quarterly growth of up to 10% and item-wise growth of up to 67% compared to the previous year based on sales in the 2024 fiscal year. Going forward, they plan to accelerate the development of new PB products and expand the scale to over 2,000 items within the year.
Kim Hyung-hoon, Head of PBGS at Homeplus, said, "It will establish itself as a PB brand that fills every aspect of customers' daily lives with new experiences, which is the company's top priority value."
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