Dongsuh Foods announced on the 24th that its best-selling "Maxim Mocha Gold," has sold 5.7 billion sticks over the past year, equivalent to over 180 sold every second.
According to Dongsuh Foods on that day, the secret to the long-standing love for Maxim Mocha Gold lies in its "golden ratio." The company explained that by selecting the highest quality Arabica beans and blending them in the optimal ratio derived from long-term consumer research, they have created delicious coffee that anyone can enjoy any time, anywhere.
Since developing Maxwell House coffee mix in 1976 based on instant coffee manufacturing know-how, Dongsuh Foods has continuously developed coffee with a smooth and clean taste and aroma suited to Korean consumers' preferences. Through meticulous research into various changes in roasting intensity and coffee extraction processes, it successfully developed the richly aromatic smooth coffee "Maxim Mocha Gold" in 1989.
At first, it was sold alongside pouch products, but demand for the stick products increased due to convenience. In particular, stick coffee mix products contain instant coffee, creamer, and sugar, allowing for the three ingredients to remain completely separated in the stick. This method enables consumers to adjust the sweetness to their liking. Dongsuh Foods noted that this concept of a "coffee mix that allows for sugar adjustment" became an opportunity to gain a competitive advantage in the coffee mix market.
Maxim Mocha Gold has continued to evolve through various changes and attempts to meet the changing tastes and expectations of customers, rather than resting on its laurels as an industry leader. The most representative of these is "Maxim Restage." Dongsuh Foods periodically conducts Maxim Restage to upgrade the overall quality of the product.
All employees freely express diverse ideas in their respective areas of responsibility, leading to upgrades in the taste, aroma, and design of all Maxim brand products. Through Maxim Restage, numerous new products have been launched, and various technologies and methodologies unique to Dongsuh Foods, such as scent retrieval technology (SAR) and scent retrieval methods, have been developed.
In February of last year, they introduced a new coffee mix, "Maxim Mocha Gold Zero Sugar Coffee Mix," that allows consumers to enjoy a smooth sweetness without adding sugar, reflecting the "zero trend" aimed at reducing sugar intake.
The Maxim Mocha Gold Zero Sugar Coffee Mix uses alternative sweeteners such as erythritol and polyglycitol instead of sugar and corn syrup among its materials and supplies, ensuring that it meets the zero sugar standard of less than 0.5g of sugar per 100g of food while maintaining sweetness. Furthermore, by using the same coffee as the existing Maxim Mocha Gold coffee mix, it replicates the unique coffee flavor, allowing consumers to enjoy the taste and aroma of Mocha Gold coffee mix even without sugar.
Dongsuh Foods is also looking for unique ways to engage with young consumers while informing them of the brand's history and expertise. Since 2015, it has been showcasing "Mocha Gold Popup Cafés" in major cities across the country, including Busan and Jeonju. Through these popup cafés, they have created opportunities for everyone from older generations familiar with Maxim Mocha Gold to younger people to naturally taste and experience Maxim Mocha Gold.
Last October, they operated "Maxim Alley" in Gunsan, a popular travel destination. They decorated the entire alley, including five local shops in Wolmyeong-dong, Gunsan, as a space to experience the Maxim brand, attracting attention.
A representative from Dongsuh Foods said, "The secret to Maxim Mocha Gold receiving consumer love for more than 30 years lies not only in Dongsuh Foods' coffee technology but also in the sincere effort to convey 'the enjoyment and happiness of a cup of coffee.'" They added, "In the future, Dongsuh Foods plans to continuously introduce various products focusing on the taste and aroma of coffee, while actively engaging in diverse marketing activities to communicate more closely with consumers."