E-mart24 launches 'SandBurger' line blending sandwich freshness with burger heartiness

E-mart24 is strengthening its burger lineup with the launch of three "SandBurger" products that combine the freshness of a sandwich with the heartiness of a burger.

The SandBurger replaces the thick meat patty of a conventional hamburger with fresh toppings — ham, egg and vegetables — on a brioche bun. The Arugula Basil Cream Cheese SandBurger (3,800 won) pairs ham with basil cream cheese, arugula and tomato. The Egg Ham Cheese SandBurger (3,900 won) is filled with ham, bacon, a soft-boiled egg, cheese and arugula. The Okonomiyaki SandBurger (3,800 won) combines a fried okonomiyaki patty, a soft-boiled egg, cabbage mayo salad and teriyaki sauce.

Alongside the SandBurger launch, E-mart24 will roll out 11 new products with upgraded ingredients across its burger and hot dog range throughout July. Seven items in the "The Big Burger" series feature buns about 12 percent heavier and patties up to 33 percent larger than before. Two "Beef Burger" products use a dedicated beef patty made from a newly formulated blend of pork and beef. Two hot dog products use oven-grilled sausages to deliver a clean, smoky flavor.

In this regard, E-mart24 has set up an in-app event. Customers who scan the event QR code and purchase any hamburger product using an NH NongHyup Card, BC Card or Samsung Card will receive a 30 percent discount.

Kyung Do-young, a merchandise developer on E-mart24's FF (Fresh Food) team, said the SandBurger is "a product that reinterprets the familiar sandwich and burger in a new way," adding that the company will "continue to innovate the quality of FF products with differentiated offerings that reflect new food culture trends."