"Increasing Protein Content and Enhancing Flavor, Dieters Give Thumbs Up to 'Gamdongdak'"

Cafe24, Interview with Sim Jeongseop, CEO of Wondergreen

[Asia Economy Reporter Lim Hye-seon] "Dieting methods that are tasteless and unhealthy cannot last long. We aim to help many people enjoy dieting happily for a long time by providing delicious and convenient food made from healthy ingredients."

Shim Jeong-seop, CEO (50) of Wondergreen, a food solution company advocating delicious diet management, is leading a new food culture that takes care of taste, health, and convenience. Shim has worked in various fields including securities firms and publishing companies. The motivation to start the business came during his time at a publishing company when he was considering additional business opportunities for the cooking magazine "Essen." Shim said, "I wanted to go beyond the limitations of a magazine that only delivers food information and recipes and directly offer healthy food and meal plans to customers. That's why I founded 'Wondergreen,' meaning to provide a wonderful green diet."

Wondergreen's flagship product line is "Gamdongdak" (Impressive Chicken). It is the product group with the highest sales proportion. Wondergreen continuously expands its product lineup to allow customers to enjoy chicken breast in various ways, such as smoked chicken breast, chicken breast balls, and brown rice steak.

Shim said, "Customers managing their diets often consume chicken breast as their staple food three times a day. Gamdongdak was launched with the goal of maximizing protein content while minimizing strong seasoning to prevent boredom."

The Jeju matcha almond chocolate "Tamra-neun Matcha," which contains no added sugar, is also steadily gaining popularity. It contains no vegetable oils or palm oil, and includes more than 29% cocoa butter, allowing customers to enjoy the rich flavor of white chocolate.

Thanks to its solid product lineup, Wondergreen's growth is steep. Shim said, "Overall, sales have grown by more than 200% compared to last year." The popularity of home training and diet meal plans during the COVID-19 pandemic increased sales of related products. Shim explained that the key to this rapid growth is the high repurchase rate of customers who have tried the products once. He emphasized that the products honestly contain the natural healthiness of raw ingredients, such as Gamdongdak with 96.5% chicken breast content and 100% NFC cold-pressed pumpkin juice cleanse.

Shim is actively developing various online and offline sales channels based on his company’s shopping mall built on Cafe24. The products are available on various open market channels and offline stores within universities in Seoul, and plans are underway to enter overseas markets such as Hong Kong and Southeast Asia. Shim said, "Currently, the brand is specialized in diet foods targeting young people, but in the future, we plan to establish ourselves as a brand loved by customers of all ages with healthy foods and convenient meals beyond diet products. We want to grow into a brand that can approach customers warmly with delicious and healthy products that show Wondergreen’s unique concept."

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