CJ CheilJedang said on the 9th that the protein lifestyle brand "Danbaekhani" recorded cumulative sales of 1.3 million units just one year after its launch.
"Danbaekhani" was planned based on a shared view between CJ CheilJedang and CJ Olive Young to strengthen health and wellness items, in line with the trend of the 2030 generation expanding its interests into wellness. Starting with a protein bar in June last year, the brand has expanded its lineup by introducing three protein shakes (signature, chocolate, matcha) and two protein bars (peanut butter, matcha chocolate).
CJ CheilJedang selected K-pop artist "ALPHA DRIVE ONE" as the brand model and is continuing various marketing activities. For the month of July, it is operating a pop-up store, "Seoul Snack Club," at CJ Olive Young Central Myeong-dong Town that sells CJ CheilJedang products, including Danbaekhani, together with ALPHA DRIVE ONE.
CJ CheilJedang is continuing to expand the brand portfolio, including the new launch earlier this month of "Danbaekhani Protein Bar Pistachio Double Choco."
A CJ CheilJedang official said, "Danbaekhani offers an easy and tasty way to get protein, and it has continued to receive a positive response from 2030 consumers who are highly interested in wellness," adding, "We will continue to introduce a variety of products that reflect consumer preferences and trends."