'HEYROO' Out, 'PBICK' In... CU Revamps Its Private Brand

PB Brand 'PBICK' to Launch on May 28
'HEYROO' Rebranded
"Aiming to Strengthen Product Competitiveness"

On May 26, BGF Retail announced that its convenience store chain CU will launch a new private brand (PB) called 'PBICK' to strengthen its product competitiveness.

PBICK is a rebranded version of CU's existing private brand, HEYROO. The name was inspired by the barcode sound heard when making purchases at convenience stores, and it carries the meaning of "the sound that makes every day enjoyable." Products under this brand are scheduled to be released starting May 28.

The first PBICK products will be a series of three types of cookies: Melon Dungle, Choco Churros, and Affogato flavor. The Melon Dungle cookie features the currently popular melon flavor in a cookie. The Choco Churros cookie and Affogato flavor cookie are "dipping cookies," where the churros cookie is dipped in chocolate sauce, and the coffee-flavored cookie is dipped in vanilla sauce.

Since launching HEYROO in 2016, CU has expanded its PB product categories to include ramen, snacks, beverages, processed meats, and daily necessities. Currently, CU operates several PB brands such as get (fresh brewed coffee), delaffe (iced drinks), BakeHouse405 (bread), and Danggwajeom (desserts).

The year-on-year sales growth rate of CU's PB products was 16% in 2022, 17.6% in 2023, and 21.8% last year, showing significant annual increases. This year, the growth rate stands at 18.8%.