Tous les Jours promotes Korean grapes in US with shine muscat menu

CJ Foodville announced it will sell a limited-season lineup featuring Korean shine muscat grapes at five company-owned Tous les Jours stores across the US East and West coasts through Nov. 30, in partnership with the Ministry of Agriculture, Food and Rural Affairs, the Korea Agro-Fisheries and Food Trade Corporation (aT) and the Korea Grape Export Association. The initiative is designed to support exports from domestic grape farms.

The participating stores are in La Habra, Cerritos, Brea, Madison Square Park and Union. The menu comprises three items: a shine muscat paradise cake, a shine muscat yogurt croissant and a shine muscat vanilla Danish. Sales began Thursday (local time) and will continue for approximately one month. Customers who spend above a set amount will also receive a shine muscat-themed cup.

On the opening day of sales, the yogurt croissant and vanilla Danish sold out within five hours of the stores opening. CJ Foodville is also running local social media content and influencer marketing campaigns through its US subsidiary. Based on sales results and consumer response, the company said it will consider adding the items to its permanent menu and establishing a long-term supply arrangement for grape ingredients.

Tous les Jours operates about 210 stores in the United States. The initiative uses that existing store network as a consumer touchpoint for Korean-grown grapes. It is being carried out in connection with the Ministry of Agriculture, Food and Rural Affairs' "BOOST Strategy for Generating K-Food+ Export Results in the Second Half of the Year" and its "GRAPE Strategy for $100 Million in Grape Exports."

"We will continue to work with the government and related agencies to pursue mutually beneficial activities that allow farming households to grow alongside us," a CJ Foodville official said.