Introduction of the 'LOWTAG' Emblem
Full-Scale Expansion of Low-Sugar and Low-Calorie Products
Vertical Integration from Ingredients to Foods
Launch of Five New Low-Sugar Korean Sauce Products
Lineup to Expand to About 20 Products This Year
On April 28, Daesang announced that it will actively expand its portfolio of low-sugar and low-calorie products in line with the latest food trends, such as slow aging, and will begin a full-scale effort to target the market. Along with this, the company has newly introduced the 'LOWTAG' emblem for its low-sugar and low-calorie product category.
In July 2023, Daesang established a dedicated allulose factory in Gunsan, North Jeolla Province, and has since been producing allulose, a leading alternative sweetener, in-house. The company plans to utilize this self-produced allulose, developed with its proprietary enzyme technology, in its low-sugar and low-calorie products. Through this, Daesang aims to achieve vertical integration from ingredients to finished foods in the low-sugar and low-calorie segment, thereby securing a unique competitive edge both domestically and internationally.
The LOWTAG emblem, introduced as part of the company's strategy to target the low-sugar and low-calorie market, is attached to 'Low Spec' product lines that meet the Ministry of Food and Drug Safety's requirements for low or zero labeling claims for sugar and calories. Covering the entire Cheongjeongwon product portfolio, LOWTAG proposes a positive change for consumers seeking a balanced lifestyle. Daesang plans to expand the LOWTAG lineup through its comprehensive food brand Cheongjeongwon, in line with the global trend of preferring low-sugar and sugar-free foods.
Cheongjeongwon will expand its low-sugar and low-calorie product lines in categories that include traditional Korean sauces such as gochujang, doenjang, and soy sauce, as well as drinking vinegars, sauces, and dressings. The company will maintain its regular product lines while newly expanding the LOWTAG line, aiming to meet a broader range of consumer needs and to lead the reduced-sugar food market. Starting with Korean sauces offered under the Sunchang and Haetsaldamun brands, Cheongjeongwon plans to establish a lineup of about 20 products by the end of this year.
The first low-sugar and low-calorie Korean sauce products to be launched include five items: Sunchang 'Low-Sugar Brown Rice Gochujang,' 'Low-Sugar Chogochujang,' 'Low-Sugar & Low-Calorie Bibim Noodle Sauce,' 'Chadol Low-Sugar Doenjang Stew Seasoning,' and Haetsaldamun 'Low-Sugar Matganjang.'
Park Jongsup, Head of Marketing at Daesang, said, "To meet the needs of consumers seeking a healthy lifestyle, we are making a full-scale entry into the low-sugar and low-calorie market and have launched the LOWTAG line, incorporating Cheongjeongwon's expertise." He added, "Through a variety of upcoming products such as sauces, drinking vinegars, and dressings, we hope consumers will be able to enjoy delicious and healthy options without worrying about sugar or calorie content."
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