"Triple Layers for Extra Crispiness"... Dongseo Foods 'Post Crichio'

Crispy Triple-Layer Structure
Expanding the Series with Cookies and Cups

The new cereal product "Post Crichio" launched by Dongseo Foods is attracting attention in the market with its crispy texture and character-based storytelling. The company is being recognized for enhancing its brand competitiveness in the cereal market through emotional marketing centered around the hedgehog chef character "Cheeoh" and by diversifying its product lineup.

Post Crichio by Dongseo Foods
Photo by Dongseo Foods

"Post Crichio" is a chocolate cereal product released in May 2023. It features a triple-layer structure that keeps the cereal crispy for a long time even when eaten with milk. Containing five types of grains and eight vitamins, it is also considered a nutritious snack.

The product name "Criccio" combines "Crispy" and "Riccio," the Italian word for hedgehog. The concept that "eating cereal made by Cheeoh brings good luck" emotionally resonated with Generation Z consumers.

Riding on the product’s popularity, Dongseo Foods subsequently launched "Post Crichio Cookie" and "Post Crichio Cup," which offer variety in both appearance and function. "Crichio Cookie," released in March, mixes the original cereal with cute cookies shaped like the character Cheeoh, a chef's hat, and a milk carton, providing both visual and eating enjoyment. The company especially expanded its connection with younger consumers through an advertising campaign featuring Haewon, a member of the group NMIXX. The campaign consisted of three videos: a short with the concept "The important thing is to keep mixing cookies freely with Crichio’s crispiness without wavering," a story about trying a part-time job at a cookie shop, and a mukbang video.

In addition, Dongseo Foods is meeting the demand for convenience foods with its "Post Crichio Cup" product. This product can be eaten simply by pouring milk or soy milk into the cup, without the need for a separate container, making it a convenient meal option in various settings such as camping, offices, and travel.