Hitejinro said on the 28th that the annual shipments last year of its happoshu brand "Filite" reached about 340 million cans (350 ml standard), the highest on record.
According to Hitejinro on this day, Filite's cumulative sales as of last year stood at 2.66 billion cans, putting it on the verge of reaching 2.7 billion cans. Hitejinro cited as the background for Filite's growth the solid sales base led by "Filite Fresh," along with the successful market entry of the new product "Filite Clear," released in Apr. last year. Hitejinro said that "Filite Double Cut," released in limited quantities in Dec. last year, also sold out early and is drawing continuous inquiries for a re-release.
Filite Clear applies a proprietary "Super Clear method" to deliver a clean and crisp taste, and emphasizes a refreshing image by combining a silver can with a clear blue color. Filite Double Cut is a functional happoshu with purine content reduced by 90% and calories by 33% compared with the existing Filite Fresh.
Hitejinro lowered prices on some Filite products to ease the burden on consumers going through a difficult period due to high inflation and an economic downturn. Filite Double Cut is priced with a lower ex-factory price than Filite Fresh to reduce consumer burden.
A Hitejinro official said, "Filite has continuously worked on product development that reflects the needs of various consumers and on stabilizing people's prices," adding, "This year, we plan to expand our role as a good brand by broadening into social contribution activities such as supporting jjokbangchon and sharing events for the Lunar New Year."