CU Launches PBICK Cup Coffee at Industry-Low Price of 1,900 Won

New Flagship PB Brand PBICK
Americano, Cafe Latte, and Caramel Macchiato Lineup
50% Larger Than Standard Products, 30% Lower Price

On September 3, BGF Retail announced that its convenience store chain CU will launch three types of its own private brand (PB) "PBICK" cup coffees-Americano, Cafe Latte, and Caramel Macchiato-at the industry’s lowest price of 1,900 won, ahead of the peak fall season for ready-to-drink (RTD) coffee sales.

CU PBICK Cup Coffee. Provided by BGF Retail

Cup coffee accounts for over 40% of total RTD coffee sales, making it the most popular product among consumers. The new PBICK cup coffee products come in a 320ml size, which is larger than the standard 200ml cup coffees from other brands, and are priced more than 30% lower than existing products, which typically cost in the upper 2,000-won range.

The lineup consists of three flavors that are widely popular. The company explained that by using 100% Brazilian coffee extract, the drinks offer a balanced and smooth taste. For the Cafe Latte and Caramel Macchiato, the milk content is higher than that of typical cup coffees, allowing consumers to enjoy a richer and creamier milk flavor.

CU has recently been expanding the lineup of its new flagship private brand, PBICK. Starting with snacks, the company has launched new products across various categories, including refrigerated and frozen ready meals, processed meats, milk, and eggs, and is now offering around 80 different PBICK items.

Kwon Yoojin, a merchandiser (MD) on the beverage team at BGF Retail, said, "In this era of 'coffeeflation' (coffee + inflation), we have developed a value-for-money PB cup coffee that meets customer needs in terms of quality, size, and price, so that everyone can enjoy coffee without burden." Kwon added, "We will continue to introduce differentiated products under the PBICK brand that combine reasonable prices with high quality."