Shinsegae Food Launches 3 Types of 'Olban Beef Grill' Ready Meals Targeting Camping Enthusiasts

[Asia Economy Reporter Lee Seon-ae] Shinsegae Food announced on the 1st that it has launched three types of ‘Olban Beef Grill’ ready-to-eat meals for camping enthusiasts.

Shinsegae Food focused on the rapidly increasing number of campers each year and the recent impact of the novel coronavirus (COVID-19), which has blocked overseas travel, leading to a significant rise in consumers going on outings or camping trips nearby. According to Emart, an analysis of Traders camping equipment sales from April 1 to May 14 showed that sales of camping gear such as tents, sleeping bags, and wagons increased by 147.6% compared to the same period last year. During the same period, barbecue equipment sales also grew by 90.2%. Demand for ready-to-eat meals that can be easily consumed or enjoyed through simple cooking at camping sites or travel destinations is also on the rise. The sales volume of ‘Olban Usamgyeop’ (beef brisket) and ‘Boneless Grilled Chicken Thigh,’ which Shinsegae Food introduced as camping ready meals in 2018, increased by 37% last year compared to 2018.

In line with this trend, Shinsegae Food has newly launched three types of ‘Olban Beef Grill’ ready meals that can be easily grilled and eaten at camping or travel sites, aiming to capture the taste preferences of campers.

The newly released ‘Olban Beef Grill’ ready meals consist of three premium special cuts?‘Galbisal’ (rib meat), ‘SalchisSal’ (chuck flap tail), and ‘Buchaesal’ (fan meat)?which account for about 1% of a whole cow. Only carefully selected U.S. beef of the top ‘Choice grade’ is used, sliced to an optimal thickness of 8mm for the best taste when grilled. The meat is evenly scored to allow rich juices and texture to be enjoyed, and when cooked with marinade, the seasoning penetrates better. Additionally, the meat is individually packaged in 150g portions for one serving, making it easy to use in various dishes and eliminating the hassle of storing leftover meat at camping sites.

‘Olban Scored Galbisal’ is trimmed from the rib section with bones removed, featuring a chewy texture and savory meat aroma. ‘Scored SalchisSal’ is rich in juices and offers a melt-in-the-mouth tender texture. ‘Scored Buchaesal’ is characterized by abundant juices and aroma, providing a unique umami flavor that intensifies with each bite. The cooking method is simple: just thaw the meat thoroughly under running cold water or at room temperature, then grill it in a preheated frying pan according to your preference.

The prices for ‘Olban Scored Galbisal,’ ‘Scored SalchisSal,’ and ‘Scored Buchaesal’ are 9,980 KRW, 8,950 KRW, and 7,450 KRW respectively. They are available for purchase on online malls such as KakaoTalk Shopping, 11st, and Home&Shopping.

A Shinsegae Food official said, “As part of social distancing, we expect an increase in domestic travelers and campers spending holidays in places like forests and beaches where close contact concerns are low. Therefore, we launched these individually packaged beef special cuts as easy-to-cook grilling meals. We also expect these products to receive a lot of positive responses as they are suitable not only for camping but also for single- or two-person households who usually find it difficult to enjoy beef at home without burden.”

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