Korea Yakult Launches 'Haruyachae Protein Meal'... Seonghun and Yang Chiseung Selected as Models

Contains 'Daily Recommended Intake of 350g Vegetables' and 'Plant-Based Protein'

[Asia Economy Reporter Lee Seon-ae] Korea Yakult announced on the 26th that it will launch ‘Haruyachae Protein Meal,’ which adds protein to a day's worth of vegetables, on March 2nd.

This product aligns with recent consumer trends of ‘vegetarianism’ and the ‘dumbbell economy’ by adding ‘plant-based protein’ to the brand concept of ‘daily recommended vegetable intake of 350g.’

Through this product lineup expansion, Korea Yakult plans to solidify its market position as the ‘No.1 vegetable juice’ while also targeting the growing protein food market.

The new product ‘Haruyachae Protein Meal’ contains 19 kinds of vegetables including carrots and pumpkin sweet potatoes, and 23 kinds of grains such as soybeans and barley. It contains 350g of vegetables and plant-based protein. Compared to the existing ‘Haruyachae,’ the addition of grains gives it a richer flavor and better satiety, making it an excellent healthy meal for busy mornings.

To coincide with the product launch, a new TV commercial will also be introduced. The advertising models selected are actor Seonghoon and trainer Yang Chi-seung. The new CF depicts the unbalanced eating habits and insufficient vegetable intake of modern people. Yang Chi-seung, known as the ‘Tiger Trainer’ through broadcasts, and actor Seonghoon emphasize the necessity of vegetable consumption. Notably, the CM song is an addictive reinterpretation of the Italian folk song Santa Lucia.

Byun Gyeong-gu, Marketing Director of Korea Yakult, stated, “This year marks the 15th anniversary of ‘Haruyachae,’ the first domestic product to set a new standard for vegetable beverage choice with the ‘daily recommended vegetable intake of 350g.’ We will continue to use only safe and trustworthy ingredients to repay consumers' trust.”

Meanwhile, to celebrate the 15th anniversary of Haruyachae, Korea Yakult has changed the packaging of a total of seven products. The images of the vegetable ingredients in the products have been more prominently highlighted, emphasizing the brand’s core message of ‘fulfilling the daily recommended vegetable intake of 350g.’

This content was produced with the assistance of AI translation services.