CU rebrands bakery line as BAKE405, refreshing packaging and flavors

Convenience store chain CU announced Thursday it is rebranding its bakery line "Bakehouse405," launched in August 2023, as "BAKE405." The more intuitive and streamlined name, paired with new packaging, is designed to build on three years of accumulated competitiveness in the convenience store bakery market.

Bakehouse405 established itself as an affordable alternative during a period of high inflation, offering differentiated quality at accessible prices. Through collaborations with master baker Lee Seok-won and French brand Paysan Breton, among others, cumulative sales surpassed 35 million units. Year-on-year sales growth for its differentiated bread products came in at 35.3 percent in 2024 and 29.2 percent in 2025, with the January-through-August period this year posting a further 14.8 percent increase.

CU said the rebrand goes beyond a name and design change, with improvements to visual presentation, taste and the overall eating experience.

The first product under the BAKE405 name is the Marble Cream series, inspired by the European traditional bread babka. The name "marble" was drawn from the way babka's twisted dough reveals layered fillings as it bakes. Each product also contains a cream matched to its filling, allowing customers to enjoy two distinct flavors in one.

The series is being released in stages this month. Following the launch of the Marble Choco Cream Bread on Tuesday, the lineup continues with Marble Lemon Picho Cream Bread on Thursday, Marble Strawberry Condensed Milk Cream Bread on Sept. 9 and Marble Cinnamon Maple Cream Bread on Sept. 16.

"Building on the product competitiveness we have developed over the years, we will lead the convenience store bakery market by offering customers a new and differentiated bakery experience," said Shin Eun-ji, a merchandise developer on BGF Retail's snack food team.