Seven Eleven Launches Two New Products Under Its Own Ready-to-Eat Meal Brand 'Soban'

[Asia Economy Reporter Seungjin Lee] Seven Eleven has strengthened its own home meal replacement (HMR) brand ‘Sobahn’ lineup and has begun full-scale expansion.

Seven Eleven announced on the 23rd that it will newly introduce two types: ‘Direct-fire Kimchi Fried Rice’ and ‘Direct-fire Shrimp Fried Rice.’ They can be easily enjoyed using a microwave without a separate cooking process, and are characterized by a subtle grilled flavor and fluffy rice, quickly stir-fried on a high-temperature griddle.

The Direct-fire Kimchi Fried Rice contains crunchy chopped kimchi for a good texture and a spicy taste, while the Direct-fire Shrimp Fried Rice is completed by adding whole plump shrimp to egg fried rice. The price is 3,000 won each. To commemorate the product launch, customers who purchase by the end of next month will receive a free small cup from ‘Seven Select Gangneung Gyodong Banjeom.’

Seven Eleven’s ‘Sobahn’ offers menus optimized for single-person households under the concept of ‘the most convenient and happiest table for busy you.’ Currently, ‘Sobahn’ operates a total of about 30 products including rice bowls, side dishes, and noodles.

Meanwhile, as the number of single-person households increases and the HMR market rapidly grows, Seven Eleven’s total HMR sales in the first quarter of this year also increased by 26.6% compared to the previous year. In particular, from January 1 to April 22 this year, Seven Eleven’s frozen convenience food sales showed a growth rate of 16.9% compared to the previous year, leading the overall HMR growth.

Kim Subin, Seven Eleven’s frozen food MD (Merchandiser), said, “We paid attention to the fact that the home meal trend and the home meal replacement market are gradually growing, which led us to launch this product,” adding, “Starting with frozen rice, we plan to expand the Sobahn frozen convenience food product line to snacks, side dishes, and cooking in the future.”

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