Paris Baguette's "Paran Label"
Tous Les Jours' "SLOW TLJ"
Targeting Consumers with New Brands
Paris Baguette and Tous Les Jours, considered the two leading brands in the domestic bakery market, are strengthening their premium strategies. Unlike in the past, when they secured mass appeal through a wide range of products at reasonable prices and nationwide franchise operations, they are now launching more segmented and upscale products in line with consumer trends that value individuality and experience. Both brands are focusing on the "healthy bread" market. With the rise of the "healthy pleasure" trend, which encourages enjoyable health management, and the "slow aging" trend, which aims to slow down physical aging, demand for healthy bread is expected to increase significantly, prompting these companies to ramp up investment.
According to industry sources on the 29th, Tous Les Jours recently unveiled its new healthy bread brand, "SLOW TLJ." SLOW TLJ represents the idea of maintaining a healthy lifestyle by enjoying quality healthy bread at a slower pace, even in the fast-paced routines of daily life. The company plans to communicate both its existing healthy bread products, such as high-protein and low-sugar options, and new offerings under the SLOW TLJ brand.
The launch of the new healthy bread brand is part of Tous Les Jours' brand renewal, which is taking place for the first time in eight years. While maintaining its philosophy as a provider of healthy daily bakery items, Tous Les Jours is transforming into a "premium bakery cafe," updating its logo and store interiors to align with its premium strategy. As part of the SLOW TLJ campaign, the company has introduced the "High-Protein Low-Sugar Seed Campagne" and will also launch two new types of sandwiches.
Paris Baguette entered the premium healthy bread market earlier than Tous Les Jours. In February, it launched the premium brand "Paran Label," focused on healthy bread, and is targeting new consumer groups in line with the healthy pleasure trend. Paran Label is a branded line of healthy bread that has been available since 2008. The core products are low-sugar, high-protein items made with whole grain sourdough, developed in collaboration between the SPC Food Biotechnology Research Institute and the University of Helsinki in Finland. Over 1.2 million units were sold within a month, receiving a positive response.
Recently, Paris Baguette also introduced its first cake under the Paran Label, the "Low-Sugar Greek Yogurt Cake." This product contains less than 5 grams of sugar per 100 grams, aligning with the low-sugar trend while retaining the sweetness of a traditional cake. According to the company, each whole cake contains over 50 billion CFU (colony-forming units) of patented live probiotics, and the cake base is baked with pasture-raised eggs from healthy chickens, resulting in a soft and moist texture.
Paris Baguette and Tous Les Jours are strengthening their competitiveness by adopting premium strategies to compete with popular bakery brands such as London Bagel Museum, Mildo, and Whiterie. The operator of London Bagel Museum, LBM, saw its sales rise to 79.6 billion KRW and operating profit to 24.3 billion KRW last year, up 120.9% and 91.7%, respectively, from the previous year. Net profit increased by 81.4% to 20.4 billion KRW, demonstrating high profitability and posing a threat to the dominance of the two leading bakery brands.
Both brands plan to leverage their franchise strengths and focus on the healthy bread trend for the time being. As demand for healthy bread and meal replacement products grows, the related market is expected to expand. According to the "Meal Replacement Market Size and Market Share Analysis: Growth Trends and 2024-2031 Outlook" report by U.S. market research firm Coherent Market Insights, the global meal replacement market is projected to grow at an average annual rate of 5.6% from 2024 to 2031.
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