Spin-Off Concept:
New Desserts Featuring the Identity of Seoul Milk
GS25, a convenience store operated by GS Retail, announced on May 15 that it will sequentially launch five new dessert products utilizing Seoul Milk intellectual property (IP) starting from May 16.
Seoul Milk is the leading domestic dairy brand with an 88-year history and the highest market share in the industry. Previously, GS25 collaborated with food companies such as Nongshim and Orion to reinterpret long-standing brands into new products. The Nongshim Banana Kick dessert series gained popularity, surpassing 500,000 cumulative units sold within six months of its launch.
Product images of five Seoul Milk IP collaboration desserts launched by GS25, a convenience store operated by GS Retail. Provided by GS Retail.
The two companies planned the new products under a spin-off concept, which involves innovatively changing aspects such as flavor, texture, and packaging while maintaining the rich and smooth identity of Seoul Milk. The products are expected to evoke nostalgia among older generations while providing a sense of novelty to younger consumers.
The five new products are: Seoul Milk Milk Cream Mochi Roll, Seoul Milk Coffee Cream Mochi Roll, Seoul Milk Milk Cream Donut, Seoul Milk Milk Cream Castella, and Seoul Milk Milk Cream Bread. The Seoul Milk Milk Cream Mochi Roll, which will be released on May 16, is a product that combines "mochi roll" with Seoul Coffee Milk.
Going forward, GS25 plans to continue its strategic collaboration with Seoul Milk. GS25 aims to strengthen its competitiveness in the dessert category by offering differentiated products, while Seoul Milk seeks to diversify its customer age base, creating synergy between the two companies.
Choi Wonpil, dessert MD at GS25, said, "By adding trendiness to Seoul Milk, which has been loved for a long time, we expect to expand our consumer base from older to younger generations," and added, "We will continue to provide differentiated food experiences through partnerships with various food companies and IP collaborations in the future."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
