Pioneering the Low-Sugar Category Amid Expanding Wellness Trends
Introducing Low-Sugar Dressings, Sauces, Seasoning Sauces, and Jang Products
CJ CheilJedang is pioneering the low-sugar category market in response to the expanding wellness trends, such as low-sugar and low-calorie products.
On August 11, CJ CheilJedang announced the launch of its new low-sugar lineup, "Sugar Light," consisting of nine products with significantly reduced sugar content compared to existing products. The company plans to actively expand the market for low-sugar sauces and jang (fermented sauces), which serve as basic cooking ingredients, in response to the growing consumer demand to enjoy delicious food with less sugar.
Consumer demand for low-sugar and healthy products continues to rise. According to market research firm NielsenIQ Korea, the dressing and sauce category with health and wellness attributes grew by approximately 40% and 300%, respectively, last year compared to the previous year. During the same period, the allulose cooking syrup category, consumed as a sugar substitute, increased by more than 100%.
To lead this market trend, CJ CheilJedang launched three varieties of "Baeksul Sugar Light Low-Sugar Dressing" earlier this month. From this month through next month, the company will sequentially introduce Baeksul-branded low-sugar oyster sauce and two types of low-sugar seasoning sauces, as well as three types of low-sugar jang under the Haechandle brand.
To meet the high consumer priority for "taste quality" identified in pre-launch research on low-sugar products, Sugar Light features CJ CheilJedang's proprietary "low-sugar modulation" technology, developed over a year of R&D. The company analyzed the characteristics of various sugar substitutes, such as allulose and steviol glycosides, which have different sweetness intensities and onset times, and designed each product with the optimal combination of sweetening ingredients.
Based on this technology, the products deliver a rich and deep flavor until the very last bite. Unlike low-sugar products in other categories, such as beverages and confectionery, dressings, sauces, and jang contain a variety of ingredients, which can increase the risk of microbial growth. The company also addressed this by ensuring distribution stability.
Baeksul low-sugar dressings come in three varieties?Oriental, Real Kiwi, and Black Sesame Perilla?and pair well with all types of salads. The Oriental variety is ideal with perilla oil buckwheat noodles or soft tofu, while Real Kiwi creates unique combinations with bread, brunch, or roasted vegetables. Black Sesame Perilla goes perfectly with shabu-shabu, Vietnamese spring rolls, or pork cutlet.
Baeksul low-sugar oyster sauce can be used in dishes such as stir-fried beef with bok choy, egg fried rice, stir-fried chicken breast with cabbage, or stir-fried tofu noodles with vegetables. Baeksul low-sugar seasoning sauces come in two types?beef short rib and beef bulgogi?and can be enjoyed in dishes like braised beef short ribs, bulgogi hot pot, or bulgogi keto kimbap. Haechandle low-sugar jang is available in three varieties: gochujang, cho-gochujang (vinegared gochujang), and ssamjang.
To promote Sugar Light, CJ CheilJedang has selected Seulgi of the girl group Red Velvet as its model. Seulgi is known for sharing her delicious meal plans and management tips, making her a fitting ambassador to communicate and promote Sugar Light's "delicious and healthy lifestyle" to consumers.
A CJ CheilJedang representative stated, "CJ, which has earned consumer trust and high market share in categories such as sauces, seasonings, and jang, expects to create significant impact and change by entering the low-sugar sauce and jang market. We will continue to focus on developing products and pioneering markets that lead consumer needs and market trends."
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