Lotte Chilsung Beverage Files Product Report for 2% Bujokhalttae
Renewed Product Lineup Set for Launch
'Epro Bujokhalttae Vital Lemon Lime' Unveiled
Lotte Chilsung Beverage is expected to revamp its mega-hit product '2% Bujokhalttae' in the second half of the year. Attention is focused on whether the company will be able to strengthen its presence in the emerging 'healthy pleasure' beverage market, which emphasizes low-calorie and health-conscious options.
According to the food and beverage industry on July 19, Lotte Chilsung filed a product manufacturing report for 'Epro Bujokhalttae Vital Lemon Lime' on June 26. Judging by the name alone, it appears that the product will feature ingredients beneficial to health, with a lemon-lime flavor and aroma.
The ingredient list includes L-arginine (arginine), citric acid, nicotinamide, calcium pantothenate, and vitamin B6 hydrochloride. In addition, sugar substitutes such as erythritol, sucralose, and steviol glycosides are expected to be included. L-arginine is an amino acid that aids in protein synthesis and is a key ingredient in 'booster drinks' often consumed by fitness enthusiasts during workouts. It is known to help with vitality, energy, and circulation. The inclusion of citric acid and vitamins, which help relieve fatigue, targets the rapidly growing healthy beverage market.
'2% Bujokhalttae', launched by Lotte Chilsung Beverage in 1999, became an instant hit in its first year and led to the popularization of the domestic low-fruit-juice beverage market. Low-fruit-juice beverages are products that contain less than 10% fruit juice mixed with purified water. The product was developed to pioneer a new category positioned between bottled water and sports drinks.
This beverage achieved record-breaking sales in the Korean beverage industry, selling 500 million cans (based on 240ml cans) within just four months of its launch. In 2000, it surpassed 180 billion won in sales as a single product, becoming the top hit in the history of both the domestic beverage industry and Lotte Chilsung Beverage. Over the following five years, it generated 100 billion won in sales, and thanks to the success of '2% Bujokhalttae', Lotte Chilsung Beverage became the first single beverage company in Korea to achieve annual sales of 1 trillion won in 2001. More than 25 years after its release, it remains a steady seller for the company, recording double-digit growth rates in sales from 2022 to 2024.
Appearance of the 'Epro Bujokhalttae Aqua Zero' product renewed and launched in the first half of 2023. Lotte Chilsung Beverage
Lotte Chilsung has continued to update the 2% Bujokhalttae product in response to changing consumer preferences and the emergence of various alternative beverages. In the mid-2000s, the lineup was expanded to include 'apple', 'pomegranate', and 'lemon' flavors, following surveys indicating a preference for 'refreshing' and 'sweet' tastes. In 2010, the product underwent a major renewal, with the lineup reorganized to include peach, apple, and grape flavors.
Responding to feedback that the 500ml PET bottle was somewhat large, a new 350ml PET bottle was introduced. In the first half of 2023, 'Epro Bujokhalttae Aqua Zero' was launched. This product was designed to meet the needs of consumers who want to quench their thirst deliciously without worrying about calories, and it contains the hydration of 15 fresh fruits and vegetables as well as three types of minerals (magnesium, potassium, and calcium).
A Lotte Chilsung Beverage representative stated, "It is true that we are preparing a new 2% Bujokhalttae product," adding, "However, as of now, specific product specifications, concepts, and release dates have not been finalized."
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