Bibigo Grilled Fish Achieves 10 Billion KRW Sales "7 out of 10 Customers Repurchase... Leading Seafood HMR"

[Asia Economy Reporter Lee Seon-ae] 'Bibigo Grilled Fish' is leading market growth by creating a trend of making seafood ready meals (HMR) a part of everyday dining.

CJ CheilJedang announced on the 29th that its flagship seafood HMR product, 'Bibigo Grilled Fish,' has surpassed cumulative sales of 10 billion KRW since its launch in August last year, securing a solid consumer base. It is considered unusual in the industry for a seafood HMR product to achieve average monthly sales of over 1 billion KRW in less than a year since its release.

In particular, the product has received enthusiastic responses from households with preschool children who enjoy cooking but find handling, smoke, and odor inconvenient and difficult when preparing fresh fish, as well as from single- and two-person households. CJ CheilJedang believes that these groups have become loyal customers of 'Bibigo Grilled Fish,' contributing to sales growth. In fact, based on CJ CheilJedang’s food specialty mall ‘CJ The Market,’ the repurchase rate of 'Bibigo Grilled Fish' approaches 70%. Thanks to its differentiated taste quality and convenience, it can be interpreted that 7 out of 10 buyers have started to enjoy grilled fish as a regular meal.

Regarding this, CJ CheilJedang views the result as a reflection of the many advantages of 'Bibigo Grilled Fish,' including its unique taste quality, cooking convenience, and time-saving features. With just one 'Bibigo Grilled Fish,' consumers can easily enjoy grilled fish at home with a one-minute microwave cooking process, without the hassle of preparation and cooking, and the taste is similar to that of freshly cooked fish, which has led to positive consumer reviews and repeat purchases.

Actively expanding online sales channels in line with the trend of purchasing side dishes online also played a key role. Since 'Bibigo Grilled Fish' is a fresh refrigerated product, CJ CheilJedang collaborated with dawn delivery companies emphasizing fast delivery and freshness, and held meal planning promotions with delivery apps targeting single-person households. Additionally, they continuously ran the ‘Modern Fish’ campaign targeting housewives in their 30s and 40s, highlighting the absence of smoke and odor, and recently conducted ‘online tasting’ events in line with the untact (contactless) trend.

The success of 'Bibigo Grilled Fish' is also driving growth in the seafood HMR market. Although the seafood HMR market, including grilled, braised, steamed, and stir-fried dishes, is smaller in scale compared to the meat HMR market, it is steadily growing. Especially from June to August, when cooking over fire is less preferred and the hassle of handling easily perishable fresh fish in summer is resolved, the product is expected to gain even more attention.

Accordingly, CJ CheilJedang plans to focus on expanding sales during the summer peak season and driving growth in the seafood HMR market through various marketing activities targeting consumers who enjoy cooking fish at home. A CJ CheilJedang official stated, “The fact that a significant number of consumers who have experienced ‘Bibigo Grilled Fish’ have become regular customers proves the excellence of the product’s taste and quality,” adding, “We plan to introduce more advanced seafood HMR new products in the second half of the year to expand the influence of ‘Bibigo Grilled Fish.’”

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