CJ CheilJedang refreshes plant-based wellness brand Altive, adds soy milk line

CJ CheilJedang announced Thursday that it has refreshed its plant-based wellness brand Altive.

The company redesigned the brand's logo and packaging, drawing on a green leaf motif. It also improved the taste of its flagship protein drink, adjusting flavor, aroma and smoothness based on consumer feedback, and reducing the off-notes and astringency associated with plant-based protein.

CJ CheilJedang also unveiled a new product, Altive Low-Sugar Soy Milk, launching in two varieties — farro and almond. Both are formulated to be low in sugar and high in calcium, dietary fiber and protein. The farro variety contains 4.6 grams of protein and 5 grams of dietary fiber per serving, while the almond variety contains 4.7 grams of protein and 3 grams of dietary fiber.

Altive launched in June 2022, starting with plant-based milk alternatives before expanding its lineup to include protein drinks and probiotic beverages. The brand has sold about 32 million units in total, generating cumulative sales of about 46 billion won ($31.4 million).

"The renewal is aimed at strengthening Altive's identity as a plant-based brand," a CJ CheilJedang official said. "We will broaden our portfolio from protein drinks to soy milk and build our competitiveness in the plant-based beverage market."