Emart announced on the 22nd that it will launch a new private label (PL) product line 'Chef's Kick,' developed with chefs Lu Ching Lai and Choi Hyun Seok. As the brand name suggests, it incorporates the 'kick' (secret) of famous chefs into the products.
The products being launched this time include ▲ Spicy fried chicken & dumplings (7,900 won) collaborated with chef Lu Ching Lai, ▲ Spicy chicken burger (4,500 won), ▲ XO crab meat fried rice triangle gimbap (2,000 won), ▲ Beef brisket gimbap (3,800 won), and two items collaborated with chef Choi Hyun Seok: ▲ Pumpkin cream gnocchi (5,900 won) and ▲ Truffle mushroom burger (4,900 won), totaling six types. They will be released sequentially starting on the 23rd of this month.
The products developed in collaboration with chef Lu Ching Lai use the chef's special secret sauce and incorporate ample ingredients to enhance color and texture, utilizing various kick points. To capture the flavor of the secret sauce well, the chef has gone through several rounds of analysis to find the most appropriate flavor balance.
The products in collaboration with chef Choi Hyun Seok consist of two types: 'Pumpkin cream gnocchi' and 'Truffle mushroom burger,' which emphasize truffle aroma by adding pumpkin to the cream sauce and utilize various kick points. In particular, the 'gnocchi' and 'truffle cream sauce' burger is a menu item that has never been presented at Emart before, aiming to deliver restaurant-quality taste to convenience store customers.
To celebrate the launch of the 'Chef's Kick' products, Emart will hold an event until the 30th of this month, where customers can purchase the products at a 30% discount using event cards (Samsung, Woori, Hana cards) and Kakao Money.
Kim Ji Woong, head of Emart's PL development team, noted, 'We've made it so customers who cannot physically visit famous chefs' restaurants can enjoy ready-to-eat meals that incorporate the chefs' kick points,' adding, 'We plan to introduce a variety of food products developed in collaboration with chefs to provide a differentiated gourmet experience in the future.'