Ottogi Launches Low-Sugar, Low-Calorie Brand 'Light & Joy'

Low Spec Food Market: Reduced-Content Products Integrated Under One Brand
Actress Kim Yoo-jung Selected as Model

Ottogi announced on the 1st that it will launch an integrated brand called 'LIGHT&JOY' encompassing various reduced-content products, considering the growth of the 'Low Spec Food' market, such as low-sugar and low-calorie foods.

In response to the recent trend of consumers managing their diet and health by checking nutritional content, Ottogi has been releasing reduced-content products with lower amounts of sugar, calories, and fat for a lighter and healthier enjoyment. These products have expanded across various categories such as sauces, jams, and tuna, and will now be unified and managed under the LIGHT&JOY brand to help consumers create lighter meal plans.

LIGHT&JOY expresses the brand meaning of enjoying food more lightly with the key message "Enjoy, more lightly!" and enhances design consistency with a new brand symbol. The brand identity (BI) features a scale shape reminiscent of reduced ingredient content, and the brand color uses light blue accents on a white background to strengthen visibility. Additionally, the front of each product displays the reduction rate, allowing consumers to immediately recognize them as reduced-content products.

Meanwhile, Ottogi partnered with actress Kim Yoo-jung, who embodies the bright and positive image the brand pursues and has made healthy eating a daily routine, to promote the launch of LIGHT&JOY.

An Ottogi representative stated, "We aim to increase consumer awareness and communicate more effectively by operating the various reduced-content products we have released so far under the integrated LIGHT&JOY brand," adding, "We plan to expand the category with various types of new products in the future to help consumers enjoy a healthy food life."