Convenience store franchise CU announced on the 23rd that it will reduce the price of its own cold beverage brand 'Delaffe' coffee by up to 200 won.
Delaffe is CU's proprietary pouch beverage brand, selling over 150 million units annually. According to CU, the simple drinking method, various flavors, and affordable prices around 2,000 won are contributing to an annual increase in sales.
In the past three years, CU's iced drink year-on-year sales growth rates have shown double-digit growth, with 11.8% in 2022, 10.3% in 2023, and 12.4% in 2024.
To ease the consumer burden amid rising coffee bean prices and pressure on materials and supplies, CU decided to lower the prices of Delaffe's flagship products by 100 to 200 won.
The targets are five types: black Americano, zero sweet Americano, zero hazelnut, vanilla latte, and caramel latte.
For the seven coffee products, including cold brew and decaf, prices have been decided to remain unchanged.
New products will include three types of popping tapioca with yogurt pearls and four types of non-alcoholic cocktails, or mocktails.
Jeon Min-jun, MD of the beverage team at BGF Retail, noted, 'With the price increases at coffee shops, the demand for the cost-effective Delaffe is expected to rise,' adding, 'We will enhance satisfaction with differentiated products that reflect trends.'