On January 30, the online shopping mall Coupang announced that the number of small and medium-sized food companies with innovative products, ranging from squeezable porridge to adult powdered milk, is increasing.
Coupang noted, "These companies are developing new food products amid a trend that emphasizes healthy pleasure, competing with large food companies."
For example, the porridge brand "Porridge Story" is a corporation that produces squeezable porridge in a pouch form that can be held in one hand. Porridge Story has been selling its products with Rocket Delivery through Coupang since December of last year.
Lee Eun-gyeong, Head of Team at Porridge Story, said, "Products that were sold offline at health check-up centers are seeing higher repurchase rates as they secure consumers nationwide through Coupang," adding, "Sales have increased more than twofold since joining Coupang."
The number of small and medium-sized food companies using healthy ingredients such as alternative sugar and goat milk is also increasing on Coupang.
The "I'm Goat" chewable probiotic product, which joined Rocket Delivery in the second half of last year, is highly preferred across all age groups as an "adult powdered milk." This product is made from New Zealand goat milk.
Coupang reported that Genius, a specialized company for "low-carb high-fat" products such as liquid allulose, butter coffee, and low-sugar soy milk, has recorded monthly sales exceeding 100 million won since entering Coupang at the end of last year.
"Jenu," which makes protein stevia coffee mixes, and "Hamsa Pharmaceutical," which produces red ginseng and organic juice, respectively joined Rocket Delivery in December last year and January this year.
A Coupang official said, "We plan to discover small and medium-sized food companies with excellent quality and manufacturing capabilities to align with the growing consumer demand for health-conscious products," adding that they will expand not only the variety of products for consumers but also the distribution channels for small and medium-sized enterprises.