CJ CheilJedang Enters Kids Market with Launch of "Pookie Rookie" Brand

Brand Uses Domestic Ingredients
First Products Feature Frozen Soup Dishes and Instant Rice

CJ CheilJedang announced on the 13th that it has launched a kids' specialty food brand called "Pookie Rookie."

"Pookie Rookie" is named after the sea otter sibling characters "Pookie" and "Rookie," with an easy-to-pronounce sound that evokes a cute child. CJ CheilJedang aims to use sea animal characters to create a friendly image for children while also sparking their interest and curiosity about meals.

Staged image of the kids specialty food brand Pookiruki. CJ CheilJedang

The first product lineup introduced by CJ CheilJedang includes frozen soup dishes and instant rice, made with domestic ingredients to deliver a healthy, mild taste. For soup dishes, the company has launched "Pookie Rookie Healthy Beef Bone Soup Made with Korean Beef." This product is notable for using only Korean beef from "Green Hanwoo," an antibiotic-free beef brand formed by eight livestock cooperatives in Jeollanam-do. The soup is made simply by boiling beef bones, assorted bones, and water, without any salt, seasoning, or additives, making it a trustworthy choice for children's meals. Its savory and rich flavor also makes it suitable as a base for various dishes.

The company is also introducing "Pookie Rookie Organic Rice," made with domestically grown organic rice. This product uses organic rice that has received "Organic Processed Food Certification" from the Ministry of Agriculture, Food and Rural Affairs after a rigorous review. Cooked with only 100% organic rice and water, it is safe for children to eat. The product also blends organic Cheonjihyangmi rice to enhance the aromatic rice flavor. Additionally, it is offered in a small 130g serving size, making it easy for children with smaller appetites to enjoy without burden.

To celebrate the brand launch, CJ CheilJedang is hosting a variety of events. On Naver Live Commerce, a review event will run for one month starting on the 17th, while on CJ The Market, discounts and prize events will be held from the 20th until the 8th of the following month. CJ CheilJedang will also engage children by giving out "Pookie" and "Rookie" character stickers to customers, further utilizing the characters to appeal to young children.

A CJ CheilJedang representative stated, "The Pookie Rookie brand embodies the desire of parents to provide safe and reliable meals for their children, even amid busy daily lives," adding, "We will continue to introduce products that consumers can trust and choose with confidence."

This content was produced with the assistance of AI translation services.