CJ CheilJedang announced Thursday it is launching Hetbahn Budeureo-un Mini Rice, a 110g small-portion white rice product.
The launch extends the company's mini rice lineup into white rice, following the June introduction of two Hetbahn Rice Plan Mini Rice varieties — a farro multigrain bowl and a lentil brown rice bowl.
The new product targets consumers shifting toward lighter eating habits, dietary management and smaller portions. It adds a 110g option to the existing 210g standard size and the 130g small-bowl product that debuted in 2004, giving shoppers a broader range of serving sizes.
According to Nielsen market data, the share of small-bowl (130g) products within the instant rice market rose from around 9 percent in the first half of 2024 to around 16 percent in the first half of this year.
CJ CheilJedang is initially selling Hetbahn Budeureo-un Mini Rice through online channels, including its CJ The Market platform, with plans to expand distribution to hypermarkets and other retail outlets. The company also intends to broaden its mini rice portfolio to include more multigrain varieties.
"What counts as one serving is becoming more varied depending on consumers' eating habits and the dishes they prepare," a CJ CheilJedang official said. "We will continue to diversify and refine the Hetbahn portfolio so that consumers can choose products that fit their individual meal sizes and lifestyles."
andy@heraldcorp.com
