What does 'Hetbahn latte' taste like? CJ CheilJedang expands lineup of brand IP products

CJ CheilJedang announced Monday it is expanding into new product categories, including snacks and frozen treats, by leveraging the intellectual property (IP) of its flagship brands — Bibigo, Dasida and Hetbahn.

The company plans to grow its lineup of brand IP products sold at convenience stores from 13 to 16 items by the end of this month. It also intends to introduce differentiated products tailored to the characteristics of other retail channels — hypermarkets and online platforms — and the purchasing habits of consumers in each.

CJ CheilJedang had already released several brand IP products, including seaweed nachos and seaweed popcorn that reinterpret the savory flavor of Bibigo seaweed as a snack, a Dasida-based snack, and beverages under the Hetbahn brand. On Tuesday, the company launched three varieties of "Hetbahn Rice Cream" — white rice, black rice and farro brown rice. Later this month, it will release two "Hetbahn Rice Latte" flavors — cream plain and espresso — along with a "Matbam Milk Tea Latte."

Since their launch in March, brand IP products have sold a cumulative total of about 7 million units through Monday, generating roughly 15 billion won ($10.6 million) in sales. CJ CheilJedang analyzed sales data and consumer purchasing behavior to identify product categories with strong growth potential, then worked jointly with product planners and retailers to develop concepts, pricing and portion sizes.

The company is also targeting overseas markets through its brand IP lineup. Seaweed nachos and seaweed popcorn, which draw on the brand strength of Bibigo seaweed, are being pursued for entry into the United States. The company plans to review overseas expansion for other brand IP products on a rolling basis.

"We will continue to offer consumers new brand experiences while expanding our brand IP business beyond Korea and into global markets," a CJ CheilJedang official said.