CJ CheilJedang announced on the 25th that it will accelerate its local business expansion in Europe by continuously introducing new products centered around the Bibigo Global Strategy Product (GSP).
The overseas Bibigo gochujang and ssamjang are characterized by reflecting various local food cultures. Overseas consumers are accustomed to dipping fried foods in ketchup or mustard (dipping sauce) or drizzling dressings and hot sauce over salads or tacos (drizzling).
CJ CheilJedang took this into account by creating new products as dipping and drizzling sauces, differentiating them from the traditional purse type that had been used, and packaging them in easy-to-squeeze containers.
Additionally, instead of reducing the saltiness of the products, onions and garlic are fermented together to bring out the deep flavor and aroma of the materials and supplies. Because of this, it is expected to be widely utilized as a dipping sauce or drizzling sauce for K-foods like tteokbokki, as well as for local dishes.
These products are set to launch in four countries: Germany, the United Kingdom, France, and the Netherlands, and will be available in local mainstream distribution channels and Asian grocery stores. CJ CheilJedang plans to expand the launch of Bibigo gochujang and ssamjang to other foreign markets, starting with Europe and then Oceania.
The existing European large distribution channels are also expanding their product lineup. At the end of last year, Bibigo introduced two types of chicken to the United Kingdom's second-largest supermarket chain, Sainsbury’s, marking the first introduction of frozen products in the large supermarkets in the UK.
In the Netherlands' largest distribution channel, Albert Heijn, Bibigo recently launched three types of microwaveable dumplings and hot dogs.
Europe is a strategic region where CJ CheilJedang is actively expanding its business for the global expansion of K-food. After acquiring the German frozen food company Mainfrost in 2018 and making a full entry into the local market, it has been selling Bibigo dumplings, seasoned chicken, seaweed, and kimchi in major supermarket chains such as Edeka, Globus, Tegut, and REWE.
By broadening its market to neighboring countries, it has entered Albert Heijn, Jumbo, Hoogvliet in the Netherlands, and Delhaize and Carrefour in Belgium. In 2022, after establishing a corporation in the UK, it launched K-food products in local large distribution channels like Ocado and Sainsbury’s.
Additionally, in May of last year, it established a local corporation in France, where the popularity of K-food is rapidly increasing, and in November, it confirmed the site for a new K-food factory in Dunavarsány, Hungary, and began the design process. Last year, CJ CheilJedang's European food business sales surpassed 100 billion won for the first time.