CJ CheilJedang said on the 6th that it has launched a protein shake under the protein lifestyle brand "Danbaekhani."
Danbaekhani is a brand that, through systematic design, caters to consumers' lifestyles by delivering both taste and health. As interests among people in their 20s and 30s expand into wellness (activities that pursue a balance of physical, mental, and social health), the brand was planned in line with the shared view of CJ CheilJedang and CJ Olive Young to strengthen Health & Wellness offerings.
The newly unveiled protein shake line comes in three varieties: signature, chocolate, and matcha. It features whole-grain farro for a nutty flavor and a crunchy texture. In particular, by combining animal and plant proteins at an optimal ratio, each pack provides 22 g of protein. Sugar content is reduced to 2 g per pack.
Researcher Jeong Hee-won, who is leading the slow aging (slow life) trend, took part in the product development. Earlier, on Jun. 6, the brand introduced its first product, "Danbaekhani Protein Bar."
CJ CheilJedang plans to additionally launch two Danbaekhani protein bars (peanut butter and matcha chocolate) within this month. It appears to be aimed at expanding the brand portfolio.
The Danbaekhani protein bar uses a puffing process that applies heat and pressure to farro to expand it like popped grains. It offers a nutty yet light and crispy texture, and by using allulose, adds sweetness that can be enjoyed without calorie concerns.
Kim Da-hye, Head of Team at CJ CheilJedang Innovators, said, "Danbaekhani is a perfect product for young consumers who want to practice healthy eating habits," and added, "We will continue to work to introduce a variety of new protein products tailored to consumer needs."
Meanwhile, CJ CheilJedang plans to carry out various marketing activities with the popular K-pop idol group TWS under the concept of "New Healthy Icon," including a digital pictorial shoot.