Brand Launch Press Conference Held at Shilla Hotel on the 27th
"We will create healthy bread that all Koreans can eat instead of rice. (Kim Yeon-jeong, Executive Director of Marketing Headquarters at Paris Baguette, on the 27th)"
Paris Baguette announced its ambition to popularize "healthy bread" by launching the premium brand 'Paran Label'. The strategy focuses on targeting consumers who prioritize ingredients by paying attention to recent trends such as 'healthy pleasure' and 'slow aging'. They also plan to pursue overseas expansion.
On this day, Paris Baguette held a press conference at the Shilla Hotel in Jung-gu, Seoul, to introduce the 'Paran Label' brand for the first time.
Paran Label is a brand that offers bread as hearty as rice, based on Paris Baguette's fermentation technology and ingredients. Although Paris Baguette has continuously released healthy bread lineups since 2008, this is the first time the entire brand is dedicated to healthy bread.
Kim Yeon-jeong, Executive Director of Marketing Headquarters at Paris Baguette, is explaining the 'Paran Label' brand on the 27th at Shilla Hotel, Jung-gu, Seoul. Photo by Han Ye-ju
Kim Yeon-jeong, who hosted the event, explained, "When we looked at the plain breads frequently eaten by domestic consumers, we discovered that the demand for health is increasing significantly. Paran Label was created to find the optimal balance of taste and nutrition to the extent that people would think, 'Is it healthy but tastes like this?'"
The biggest feature of Paran Label is that it breaks the prejudice against healthy bread. Until now, healthy bread was perceived as having a rough texture and poor taste, which hindered market growth. However, Paran Label products are said to have achieved both soft texture and great taste and nutrition simultaneously.
The blue label will pre-release a total of 13 bakery products. Sales began on the same day. Photo by Han Yeju
To break the prejudice against healthy bread, Paris Baguette introduced technology from the SPC Food Biotechnology Research Institute, established by SPC Group Chairman Heo Young-in. Since 2020, the SPC Food Biotechnology Research Institute has been conducting industry-academic joint research with the University of Helsinki in Finland to develop Korean-style Nordic healthy bread. After more than four years of research, they succeeded in developing whole grain sourdoughs called 'SPC x Helsinki Sourdough' and 'Multigrain (whole grain) Sourdough.'
Shim Sang-min, Deputy Director of the SPC Food Biotechnology Research Institute, emphasized, "The downside of grain bread is that it hardens easily, but we selected an enzyme process optimized for our bread to maintain softness and moisture for a long time."
Using the developed sourdough, Paran Label introduced a total of 13 premium bakery products, including four types of Nordic bakery items and products enhanced with high protein, low sugar, and high dietary fiber. The price range is from the 4,000 won level to the high 5,000 won level, not raising prices compared to other premium brands.
Executive Director Kim said, "Although it starts with bread, we plan to expand the product line to include cookies, cakes, and gift items. If successful domestically, we plan to expand overseas."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
