E-mart24's private-label coffee and water sales top 12 million units

E-mart24 said Wednesday that cumulative sales of its flagship private-label coffee and water products under the ye!low brand have surpassed 12 million units, marking the brand's first anniversary. The "Ssun Dan Jjan Hyang Ddang" coffee line has sold about 6.63 million units, while the Olday Water 500-milliliter bottled water has moved about 5.86 million units.

The ye!low brand — whose name combines "ye!" for quality and "low" for price, and draws on E-mart24's signature yellow color — launched last October with 13 products centered on everyday beverages such as coffee and water, as well as daily essentials. The lineup has since expanded to 96 products, and sales over the most recent three months were up 42 percent compared with the first three months after launch.

To mark the first anniversary, E-mart24 has strengthened its product lineup to reflect the latest taste and health trends. The brand is also refreshing its packaging to make product features easier to identify at a glance, with a focus on improving logo and product-name legibility.

New additions include non-fried Pop Chips in black truffle jamon and pizza flavors (1,700 won), low-sugar almond chocolate (3,300 won) and three varieties of protein shake (1,500 won each), combining trendy flavors with low-sugar and high-protein profiles. Throughout October, customers who pay using the integrated barcode on the E-mart24 app can receive a buy-one-get-one offer on the black truffle jamon and pizza Pop Chips and the Olday Water 500-milliliter bottle.

E-mart24 plans to expand the ye!low lineup to about 150 products by the end of this year, with a particular focus on health-conscious items such as chicken breast products and goods featuring trending flavors. "We will continue to offer products that balance reasonable prices and quality while also considering new flavors and health," a company official said.