Improved 11 Times Over 25 Years... 'Will' Leads the Fermented Milk Market

hy's Flagship Fermented Milk 'Helicobacter Project Will'
Evolving Through Proprietary Research and Technology

"Helicobacter Project Will," hy's flagship fermented milk product launched in 2000, made a significant impact by surpassing 100 billion won in sales in its first year. Not only did Will pioneer a new category of functional products for stomach health, but it has also continued to evolve over the past 25 years.

Centered on its proprietary research and technological capabilities, hy has improved the product 11 times over the 25 years since its launch. In 2010, when the concept of diet management became prevalent in health maintenance and weight control, hy introduced a low-fat version of Will containing 55% less fat and 20% fewer calories compared to the original product. In 2014, responding to growing social concerns about sugar intake, hy reduced the sugar content by 25%. In 2017, the company further advanced Will by incorporating "HP7 (Helicobacter Project 7)," a newly developed probiotic for stomach health. In February 2022, hy unveiled the next-generation Will, upgraded with 50 mg of its independently developed individually approved ingredient, "Cudrania tricuspidata leaf extract." This year, the product was enhanced with a proprietary natural ingredient, "Paeonia lactiflora extract complex," and, for the first time in the brand's history, featured a dual-formulation design that allows consumers to take both a tablet and a liquid simultaneously.

As a result, Will has grown into a brand that sells approximately 300 billion won annually as a single product in the fermented milk market, which is valued at about 1.9422 trillion won, continuing its legacy in the domestic fermented milk industry.

An official from hy stated, "'Helicobacter Project Will' has pioneered the fermented milk market for stomach health and maintained consumer trust for the past 25 years," adding, "We will continue to set the standard for fermented milk by promoting healthy lifestyles based on scientific evidence."