CU said on the 3rd it will rebrand its differentiated bakery brand "Bakehouse405 (BAKEHOUSE405)" as "BAKE405," three years after launch.
CU will make the brand name more concise and revamp the package design. Beyond a simple name change, it plans to differentiate the look, taste, and way of eating the products to strengthen convenience store bakery competitiveness.
Bakehouse405 is CU's in-house bakery brand unveiled in Aug. 2023. Cumulative sales have surpassed 35 million units to date.
As the first new products after the rebranding, it will introduce the "Marble Cream series," inspired by the traditional European bread "babka (Babka)." Babka is a type of bread made by spreading filling over dough, then twisting it into multiple layers before baking.
BAKE405 will also roll out the new Marble Cream series sequentially this month. On the 1st, it first introduced "Marble Choco Cream Bread," which puts chocolate cream inside chocolate bread, and on the 3rd it will launch "Marble Lemon Pistachio Cream Bread," which combines lemon filling and pistachio cream. That will be followed by "Marble Strawberry Condensed Milk Cream Bread" on the 9th and "Marble Cinnamon Maple Cream Bread" on the 16th.
Shin Eun-ji, BGF Retail(282330) snack foods team MD, said, "Through this rebranding, based on the product competitiveness we have built up, we will offer customers a new and differentiated bakery experience and lead the convenience store bakery market."