Haitai Launches ‘Matdongsan Black’ Tailored to Young Tastes

[Asia Economy Reporter Lee Seon-ae] Haitai Confectionery announced on the 5th that it will launch the more premium ‘Matdongsan Black’ targeting the tastes of younger consumers.

In line with Matdongsan’s youthful transformation, which has been loved across all generations, the packaging has been changed to black, and the name is now ‘Black’.

The youthful transformation starts from the inside. During the dough stage, hazelnuts, rich in vitamin E, calcium, and iron, were ground and added. As a high-quality nut with a fragrance that pairs perfectly with coffee, the dough absorbed a deep, mild, and savory flavor and aroma throughout the traditional Korean fermentation process.

The exterior became sweeter and nuttier. Instead of regular sugar syrup, a brown sugar coating preferred by younger consumers was used to create a rich sweetness. The sweetness, proven with the brown sugar chocolate released two years ago, was further enhanced by reducing the bitter taste and emphasizing the sweetness to suit younger palates.

The signature peanut in Matdongsan was replaced with almonds. In a prior market survey targeting the 10-20 age group, almonds were found to be much more preferred than peanuts, leading to this change. Thanks to this, a more premium nutty flavor can be enjoyed.

A Haitai Confectionery official stated, “The crispy and savory taste everyone loves has become more premium, but the price remains the same, so consumers can enjoy a different flavor alongside the original without any burden.”

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