Price-Sensitive Consumers... CU Expands 990-Won Series

Iced Drinks for 990 Won Released... Free Ice Cup Promotion
Low-Sugar Ice Cream for 800 Won, Wet Wipes for 1,990 Won

CU announced on May 8 that, in response to rising price sensitivity among consumers during this era of high inflation, it has been continuously launching products at strikingly low prices, all under 1,000 won.

This year, CU released a triangular kimbap priced at 990 won, the lowest in the industry, as well as three types of hot bars at 990 won each, which is about half the price of similar products from manufacturing companies. The 990-won hot bars sold 500,000 units within just one month of their launch in March.

The model is showcasing the new products in the CU Super Special Price Series lineup. Provided by BGF Retail.

In recent years, as consumers have felt the burden of rising prices, they have been seeking out products that are even 10 or 100 won cheaper. Despite ongoing pressure to raise prices due to increases in labor and raw material costs, CU has continued to develop ultra-low-priced products by purchasing raw materials in bulk, pre-processing, automating production processes, and minimizing marketing expenses.

This month, CU is introducing two types of iced Americano drinks (black and sweet) for 990 won, which are popular in the summer season. The company is also running a promotion offering free ice cups.

With more customers purchasing ice, CU is also offering a large 3.3kg bag of ice at an ultra-low price of 3,990 won. The price per kilogram of this product is the lowest among bagged ice products sold in the domestic offline distribution market.

CU is also launching a series of low-sugar ice cream products. The two new low-sugar bars (orange and green grape flavors) are priced at 800 won each. Compared to existing low-sugar ice cream products, these are up to 70% cheaper. Each product contains only 1g or 3g of sugar, and next month, CU plans to launch a low-sugar chocolate bar priced at 1,500 won.

Last month, CU expanded its ultra-low-price product lineup to non-food items by launching highly cost-effective wet wipes. These wipes are available for 1,990 won per 100 sheets, contain no added fragrance, use seven-stage purified water, and include shea butter, centella asiatica, and chamomile flower extracts. They are produced by a CGMP-certified company approved by the Ministry of Food and Drug Safety and have undergone skin irritation tests to ensure high quality.

Yoo Sunwoong, Head of the Product Division at BGF Retail, stated, "As price increases for major products have continued since the beginning of the year, we expect even more customers to pursue value-conscious consumption. In line with this trend, we will significantly expand our ultra-low-priced private brand lineup and continue to introduce products that are even 10 or 100 won cheaper, thereby contributing to price stability."