When 2% Falls Short, New Product After 4 Years... Lotte Chilsung Launches Plum Flavor

New Product Released After 4 Years Since Launch of 'Aqua for When You're 2% Short'

[Asia Economy Reporter Lee Seon-ae] Lotte Chilsung Beverage announced on the 1st that it has newly launched a new product, "2% Bujokhalttae Jadu" (2% When You Need More Plum), containing plum juice with a refreshing and sweet taste.

2% Bujokhalttae Jadu is a new product introduced four years after the launch of "Aqua," and was released to add new vitality to the brand image of "2% Bujokhalttae," which was launched in 1999 and led the growth of the domestic fruit juice beverage market.

Lotte Chilsung Beverage focused on the fact that various beverages with the concept of hydration are released every year during the increasingly hot summer weather. They aimed to leverage the strengths of fruit juice beverages to provide a light thirst-quenching experience like water, while offering a differentiated taste from existing products. Before launching the product, they conducted a summer fruit preference survey based on big data and selected plum, which had not been seen in the domestic fruit juice beverage market, as a new item among various fruits.

2% Bujokhalttae Jadu is a beverage containing plum juice with a refreshing and sweet taste, which can be enjoyed cool and deliciously whenever and wherever you feel thirsty. Additionally, Himalayan pink salt was added to replenish salts lost through sweat during the heat, differentiating it from existing fruit juice beverages. It is available in two types: a 240ml can and a 500ml PET bottle.

The packaging applies an intuitive design that looks as if the plum has been directly transferred, enhancing visibility and allowing consumers to understand the product’s attributes at a glance. The 500ml PET bottle product features a colorless PET bottle with a transparent label to convey a rich sense of hydration, and the aseptic PET bottle uses a sterile filling method with grooves and ridges to improve grip.

A Lotte Chilsung Beverage official said, “2% Bujokhalttae Jadu will attract consumers who want to replenish hydration deliciously with a new flavor fruit juice beverage plus Himalayan pink salt. We plan to enhance the brand image through various marketing activities and approach consumers more familiarly in the future.”

Meanwhile, 2% Bujokhalttae became a hit brand immediately after its debut in 1999, surpassing 500 million cans sold within 14 months of launch. It gained attention with popular catchphrases such as “Go! I said go!” and “Please just let us love each other,” as well as advertisements featuring the most popular stars of the time. Currently, 2% Bujokhalttae Peach and Aqua are on sale.

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