GS25 rides yellow-cheese wave with new Saengsaeng Potato Chip

GS25 said it will exclusively launch the "Yellow Cheese Butter Flavor Saengsaeng Potato Chip," developed in collaboration with Haitai Confectionery, on June 27.

As the yellow-cheese trend spreads rapidly, GS25's yellow-cheese snack sales jumped 17.3 percent in May from the previous month and surged 115.4 percent as of June 22. The "Moist Yellow Cheese Chip," released in April, sold out almost immediately after its launch.

The new product draws on Haitai Confectionery's development expertise behind the Honey Butter Chip, combining potato chips, yellow cheese and butter in what the company calls an optimal blend. The Saengsaeng Potato Chip's signature thin, light and crispy texture is retained, with yellow-cheese seasoning added to maximize a savory, rich cheese flavor. The product is priced at 2,000 won.

"Yellow cheese is one of the most talked-about flavors in the snack market right now," said Lee Jin-woo, a merchandise director on GS Retail's processed food team. "We expect it to become a new mega-hit product following the Honey Butter Chip."