Korea: Dr. Chung's Food opts for drinksplus technology from SIG Combibloc - new target group in its sights
Innovative technology for one-of-a-kind products / beverages with healthy bits
SIG Combibloc's drinksplus technology makes it possible for beverages with up to ten per cent natural particulate content to be processed and aseptically filled in carton packs on standard filling machines for liquid dairy products and non-carbonated soft drinks: an innovation that offers additional benefits for food manufacturers and consumers.
Il Hwan Jung, Marketing Manager at Dr. Chung's Food: "With the drinksplus product, we want to appeal to a new target group - young consumers. Our primary target audience is young women who want to eat a diet that's healthy and delicious. This will put soy drinks in a new light because for the first time, thanks to the healthy, natural bits, the added value in the drink can actually be felt on the tongue. The straws that come with the carton packs have a large, 6-millimetre diameter - making drinking the beverage a totally new experience". The product is offered in the aseptic carton pack combiblocMini 200 ml with metallic print - this special feature helps ensure the products really stand out from competing products on the sales shelf.
Soy drinks market constantly shifting
Soy products have a long tradition in Korea. Between 2010 and 2012, the soy drinks market recorded top-line growth of around 33 per cent. Since 2013, however, the market has stagnated. Dr. Chung's Food, Korea's market leader in the soy drinks segment, is now responding to this development with new product concepts which extend the company's existing portfolio. Up to now, the main consumers of UHT soy drinks have been middle-aged people. So the product range was tailored predominantly to the taste preferences of this target group: In addition to plain soy milk, soy drinks with black beans and black sesame have always been among the best-selling varieties in Korea. Flavoured soy drinks, on the other hand, are targeted primarily at children and teenagers - but these products have only a very small share in the overall market for soy drinks.
With the new drinksplus soy drinks, Dr. Chung's Food expects to blow a breath of fresh air through an established segment. For the market launch of the new products, Dr. Chung's Food is planning a range of promotions with free samples in Korean hyper markets.
SIG Combibloc is one of the world's leading system suppliers of carton packaging and filling machines for beverages and food. In 2013 the company achieved a turnover of 1,680 million Euro with around 5,100 employees in 40 countries. SIG Combibloc is part of the New Zealand based Rank Group.
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