Targeting Summer Demand... Lotte Wellfood Seolleim Sees 60% Sales Surge in July

On August 6, Lotte Wellfood announced that sales of its ice cream brand 'Seolleim' in July increased by more than 60% compared to the same period last year. This growth far outpaces the 37% sales increase of all pencil-type ice creams during the same period.

Pencil-type ice creams, commonly referred to as 'Jjyu-jjyuba', are held in the hand and eaten, allowing consumers to feel coolness directly through their skin, which drives concentrated demand in the summer. In addition to this seasonal factor, Seolleim is analyzed to have led market growth through new product launches and unique marketing strategies.

Excitement.
Photo by Lotte Wellfood

원본보기 아이콘

This year, Lotte Wellfood added four new products to the Seolleim lineup: Seolleim Milkshake Low Sugar, Seolleim Angelinus Low Sugar, Seolleim Matcha, and Seolleim Coolish Vanilla. The lineup now offers a wider variety of flavors, including 'Seolleim Milkshake Low Sugar' for consumers seeking to enjoy Seolleim without the burden of sugar, 'Seolleim Angelinus Low Sugar'?a rich vanilla cafe latte flavor created in collaboration with Angelinus Cafe, 'Seolleim Matcha' launched in line with global trends, and 'Seolleim Coolish Vanilla', which delivers instant refreshment through a combination of vanilla ice mix and fine ice particles.

In particular, targeted marketing for Coolish Vanilla was strengthened by recommending consumption after exercise, in line with the product's characteristics. Promotional campaigns emphasizing the 'instant cooling' concept were especially effective among consumers needing rapid body temperature recovery after activities such as running and CrossFit.

In the second half of the year, the company will also hold the '2025 Seolleim Run' marathon event to further strengthen the mega brand's competitiveness. Scheduled for the 31st at Seoul's Peace Square in Peace Park, the 2025 Seolleim Run is a unique event that combines a marathon with various section-based challenges. Participants must complete the course while overcoming missions at each section, such as the 'Yakoruzone' and 'Bokbulbokzone', to finish the race.

Meanwhile, Seolleim is Korea's first pouch (cheer pack)-type ice cream, launched in 2003. At the time, pouch-type products were perceived as being for children, but Seolleim gained significant popularity with its premium packaging and convenient, mess-free design. Within just one year of launch, it achieved sales of 30 billion won.

© The Asia Business Daily(www.asiae.co.kr). All rights reserved.