CJ CheilJedang(097950) said on the 30th that it will renew the plant-based wellness brand "ALTIVE" and move to expand its portfolio.
CJ CheilJedang said it completed the logo and package design by using a green leaf motif that evokes nature to convey its identity as a plant-based brand more intuitively.
It also renewed the taste quality of its flagship protein drink. Reflecting consumer feedback, it improved the drink's taste, flavor, and smoothness overall. CJ CheilJedang said it overcame the distinctive off-flavor and chalkiness of plant-based protein with its technology.
It also launched a new product, "ALTIVE low-sugar soy milk." It reflects the soy milk market trend of rapid growth centered on functional products along with an influx of younger consumers.
"ALTIVE low-sugar soy milk" was released in two types, farro and almond. Designed with low sugar to reduce the burden, it also provides high calcium, high dietary fiber, and high protein. The farro soy milk and almond soy milk contain 4.6 g and 4.7 g of protein, and 5 g and 3 g of dietary fiber, respectively.
"ALTIVE" is a brand launched in Jun. 2022 with the meaning of "presenting new plant-based food options." Cumulative sales to date have surpassed 32 million units, with sales of about 46 billion won.
A CJ CheilJedang official said, "This renewal is aimed at further strengthening ALTIVE's identity as a tasty and healthy plant-based brand," adding, "We will continue to build ALTIVE's differentiated presence in the plant-based beverage market by expanding the portfolio from protein drinks to soy milk."