CJ CheilJedang Produces Low-Protein Hetbahn for 200 People Over 10 Years

Product with 10% Protein Content Lowered for Patients with Phenylketonuria and Other Congenital Metabolic Disorders
Cumulative Sales of 1.5 Million Units: "Continuous Production Driven by Corporate Social Responsibility and Mission, Not Profit"

[Asia Economy Reporter Lee Seon-ae] CJ CheilJedang’s ‘Hetbahn Low-Protein Rice,’ designed for rare disease patients who cannot freely consume protein-containing foods, has marked its 10th anniversary since launch.

According to CJ CheilJedang on the 12th, Hetbahn Low-Protein Rice is a product with protein content reduced to about 10% of that in regular Hetbahn. It is a so-called ‘talent donation-type’ product that CJ CheilJedang introduced in 2009 as part of its corporate social responsibility and mission to support those suffering from congenital metabolic disorders such as phenylketonuria (PKU).

PKU is a congenital rare disease in which ‘phenylalanine,’ necessary for protein metabolism, is not broken down and accumulates in the body. One in every 60,000 newborns is born with this condition, which can cause intellectual disability or neurological abnormalities, requiring a lifelong diet free of phenylalanine. It is estimated that about 200 metabolic disorder patients in Korea, including approximately 140 PKU patients, need to consume low-protein foods.

CJ CheilJedang began research and development in March 2009 following a suggestion from an employee with a child suffering from this disease. After investing a total of 800 million KRW and seven months of research, the company established proprietary technology and manufacturing facilities, successfully launching Hetbahn Low-Protein Rice at the end of October that year. Over the past 10 years, about 1.5 million units of Hetbahn Low-Protein Rice have been produced. This means that Hetbahn Low-Protein Rice has consistently been served more than twice daily on the tables of 200 patients.

Compared to regular Hetbahn, producing Hetbahn Low-Protein Rice takes more than ten times longer. This is because additional special processing steps are required, including a full day for protein breakdown after rice milling. Although production efficiency is low and the product is made for only about 200 people, making it unprofitable if considering profit alone, the firm’s firm corporate philosophy that ‘CJ CheilJedang, with the best instant rice technology, must do this’ has been the driving force behind continuous production.

Since 2010, CJ CheilJedang has also consistently supported PKU patients and their families by providing Hetbahn Low-Protein Rice at annual camps and delivering separate donations. Shin Su-jin, head of the Hetbahn Innovation Team at CJ CheilJedang, said, “The grateful support and encouragement from patients with congenital metabolic disorders requiring protein restriction and their families are a great source of strength and fulfillment,” adding, “We will continue various activities that contribute to society, centered on Hetbahn Low-Protein Rice.”

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