Orion Launches ‘Market O Bbangdungi’ with Crispy Texture Excellence

A New Concept 'Bread Snack' Highlighting the Unique Crispy Texture of Snacks

[Asia Economy Reporter Lee Seon-ae] Orion announced on the 13th that it has launched a snack called ‘Market O Bbangdungi,’ a 21st-century reinterpretation of hardtack. This product revives the hardtack that Orion produced over 60 years ago to help satisfy the hunger of the people right after the war, now with a modern and sophisticated taste.

Market O Bbangdungi is a new-concept ‘bread snack’ that incorporates whole wheat and fresh cream into the dough, combining the crispy texture typical of snacks with a smooth throat feel. Its shape is similar to the familiar hardtack, but it highlights the healthy and nutty flavor of whole wheat and adds soft fresh cream to create a modern taste and texture. The snack is generously sized to provide a satisfying feeling even when eating just one piece, and for convenience, a ‘middle perforation line’ is applied so consumers can eat it in one bite or split it in half according to their preference. The shape of the snack also evokes a cute and plump soft image that matches the product name, adding fun both in sharing and in appearance. Consumer surveys conducted during the development phase received high praise, with comments such as “It’s rich but doesn’t cause dryness in the throat, so it’s great.”

The ‘Market O brand’ has been releasing products that emphasize the natural taste of ingredients under the slogan ‘The taste of ingredients as they are’ since 2008, including ‘Real Brownie’ and ‘Real Cheese Chip.’ In June, it launched ‘Market O Gamjatok,’ which emphasized cost-effectiveness and gained great popularity. Market O Bbangdungi is also expected to be favored by consumers who value cost-effectiveness, as the 96g product is sold at convenience stores for 1,200 won.

An Orion representative said, “‘Market O Bbangdungi’ is a product that satisfies both the crispy texture unique to snacks and the ‘hearty’ feeling sufficient as a meal replacement. Since it is a 21st-century reinterpretation of the hardtack that Orion produced to help satisfy the hunger of the people during times of hardship, it carries sincerity and special meaning.”

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