CJ CheilJedang Launches 'Hetbahn Brown Rice'... Expanding the Mixed Grain Rice Market

Rising Popularity of Multigrain Instant Rice Amid HMR Expansion Trend Due to Nutrition, Taste Quality, and Convenience

[Asia Economy Reporter Lee Seon-ae] In response to the expanding health trend and the increasing preference for multigrain rice, CJ CheilJedang is strengthening its Hetbahn multigrain rice lineup. On the 8th, CJ CheilJedang announced the launch of the new Hetbahn multigrain rice product, ‘Hetbahn Brown Rice.’

‘Hetbahn Brown Rice (210g, 2,050 KRW)’ is made by cooking brown rice, the most preferred multigrain by consumers, in its natural state. It is characterized by being rich in nutrients as the bran and germ (embryo) remain intact. Using Hetbahn’s unique know-how of ‘optimal soaking time adjustment for each grain,’ it preserves the fluffy texture of brown rice while eliminating the coarse texture of multigrains, allowing people of all ages to enjoy soft brown rice.

With this product launch, the Hetbahn multigrain rice lineup now includes eight varieties: Brown Rice, 100% Brown Rice, Germinated Brown Rice, Black Rice, Daily Five Grains Rice, Daily Multigrain Rice, Daily Bean Multigrain Rice, and Daily Glutinous Multigrain Rice. CJ CheilJedang is focusing on expanding the Hetbahn multigrain rice lineup because, amid the spread of the Home Meal Replacement (HMR) trend, more consumers want to conveniently eat various multigrain rice such as brown rice, black rice, and barley in ready-to-eat rice products.

When cooking at home, multiple grains must be purchased and stored separately, soaking times for grains differ from white rice, and if the ratio of white rice to multigrains is not properly balanced, the expected taste and texture may not be achieved. There is also a growing tendency to choose ready-to-eat rice according to personal preferences, tastes, and health conditions, making multigrain ready-to-eat rice an appropriate alternative. Especially when healthy meals, nutritious meals, or diet meals are needed, multigrain rice has become an essential diet.

The market is also showing growth. According to Nielsen Korea statistics, among the 413.4 billion KRW ready-to-eat rice market last year, multigrain ready-to-eat rice accounted for 58 billion KRW, or 14% of the total. This represents about a 13% increase compared to the previous year, which is faster growth than the 6.9% increase in white rice ready-to-eat rice consumption. This year, multigrain ready-to-eat rice has continued its growth trend with a cumulative sales of 38.3 billion KRW from January to July, about 23% higher than the same period last year.

Hetbahn, the number one product in the ready-to-eat rice market, has seen its sales in the multigrain rice category steadily increase by an average of over 30% annually over the past three years. This year, cumulative sales from January to August increased by about 40% compared to the same period last year.

A CJ CheilJedang official said, “We plan to continue focusing on expanding the multigrain ready-to-eat rice market in line with the growing interest in health and the expanding home meal replacement trend. Based on Hetbahn’s technology and know-how, we will release various multigrain rice products that consumers want, such as the new product ‘Hetbahn Brown Rice.’”

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