Completes 12-item lineup split into everyday meals, health-boosting dishes and main courses
Combines sourcing, noodle and meat processing, and sauce-making expertise
LF Foods said Wednesday it has fully renewed its premium hansik home meal replacement (HMR) brand Hanban12.
The company reorganized the lineup to match different eating occasions. It added four new items — Clear Dried Pollock Soup, 1++ Hanwoo Doenjang Jjigae, 1++ Hanwoo Beef Radish Soup and Vegetable-Packed Dak-galbi — bringing the total to 12 products. The lineup is now split into three categories: everyday meals, health-boosting dishes and main courses. Everyday meals include Abalone Seaweed Soup, 1++ Hanwoo Traditional Yukgaejang and Clear Dried Pollock Soup. Health-boosting dishes include Chewy Beef Tendon and Ox Bone Soup and Clear Tripe Gomtang. Main courses include Hanwoo Gopchang Jeongol, Seasoned LA Galbi and Vegetable-Packed Dak-galbi.
The products use raw ingredients such as abalone from Wando, pollock naturally dried at a drying facility in Daegwallyeong and 1++ grade hanwoo beef. Other ingredients include domestically sourced vegetables and soybean paste made by a master fermenter. The company formulated broths differently for each menu item. The Clear Dried Pollock Soup is simmered with pollock heads and vegetables, while the 1++ Hanwoo Traditional Yukgaejang uses a broth made by boiling hanwoo beef directly.
Soup and stew items come with generous portions of meat and other ingredients. LF Foods designed the health-boosting line so a single pack provides more than half of the Ministry of Food and Drug Safety's recommended daily protein intake. LF Foods resized the everyday meal line so the products can go straight from the freezer into a pot.
Starting in September, the company will release three commercial videos in succession. Packaging colors — green, red, orange, yellow and burgundy — distinguish each product's characteristics, and each of the 12 menu items comes with its own story and character.
Sales will center on the official Hanban12 Mall, launched in September. LF Foods plans to expand distribution through channels such as KakaoTalk Gift and Market Kurly. In December, the company will expand Hanban12 Mall into an integrated shopping platform covering all of LF Foods' business-to-consumer products.
The official mall will also introduce a service called Hanban Dream, which lets recipients enter their own delivery address or choose the products they want. Aimed at chuseok gift demand, the company is also launching two new sets. The Hanban12 Flavor Set combines everyday meals and health-boosting dishes, while the Hanban12 Heart Set adds main courses as well.
"This rebranding focused on completely reorganizing everything from raw ingredients and cooking methods to product lineup, packaging and customer experience, with the goal of creating a meal we can confidently give to anyone," an LF Foods official said. "We will strengthen our position in the premium hansik HMR market based on well-crafted products and a differentiated gift experience."
andy@heraldcorp.com
