The ‘Danbaekhani’ brand of CJ CheilJedang surpassed cumulative sales of 1.3 million units within one year of launch.

CJ CheilJedang announced on the 9th that, amid the recent popularity of high-protein foods, the protein lifestyle brand ‘Danbaekhani’ surpassed cumulative sales of 1.3 million units within one year of launch.

‘Danbaekhani’ is a brand jointly planned by CJ CheilJedang and Olive Young in step with the spread of the wellness trend.

Its popularity stems from expanding the product lineup, beginning with protein bars in June last year and subsequently rolling out three protein shakes (Signature, Choco, Matcha) and two protein bar varieties (Peanut Butter, Matcha Choco).

Seeing ‘Danbaekhani’ resonate with consumers in their 20s and 30s who want to take care of their health conveniently, CJ CheilJedang selected the popular K-pop artist ‘Alpha Drive One (ALPHA DRIVE ONE)’ as the brand model to generate synergy with a vibrant, lively brand image, and is carrying out various marketing activities.

In particular, throughout July, the pop-up store ‘Seoul Snack Club’ is being operated at the CJ Olive Young Central Myeong-dong Town store, where, together with ‘Alpha Drive One’, visitors can find ‘Danbaekhani’ as well as other CJ CheilJedang products. The Myeong-dong Town store has recently seen a significant increase in foreign visitors as interest in K-food and K-wellness grows among travelers to Korea.

The response has been enthusiastic. In the first week after the pop-up opened, ‘Danbaekhani’ sales were about four times higher than during the same period of the previous month, and on-site pop-up sales were about ten times higher than before the event.

‘Danbaekhani’ is characterized by delivering a distinctive taste and texture by utilizing Faro, one of the ancient grains.

The protein bar applies a puffing (Puffing) process that subjects Faro to heat and pressure to expand it like puffed grains, achieving a nutty and crispy texture, while the protein shake blends animal- and plant-based proteins with whole-grain Faro at an optimal ratio to deliver 22 g of protein per pack. Sugar is reduced to 2 g per pack so it can be enjoyed daily without burden.

Early this month, CJ CheilJedang newly released ‘Danbaekhani Protein Bar Pistachio Double Choco’, and is steadily expanding the brand portfolio.

A CJ CheilJedang official said, “‘Danbaekhani’ enables consumers to get protein conveniently and deliciously, and it continues to gain traction among consumers in their 20s and 30s,” adding, “We will continue to introduce a variety of products that reflect consumer preferences and trends.”