Shinsegae Food No Brand Burger Launches 'No Chicken Nugget'

Shinsegae Food Highlights Growth Potential of Chicken Meat Alternatives

[Asia Economy Reporter Lim Hye-sun] Shinsegae Food's No Brand Burger announced on the 31st that it will launch 'No Chicken Nuggets' made from chicken alternative meat.

Shinsegae Food focused on the growth potential of the alternative meat market, which is recognized as an eco-friendly future food ingredient. According to KOTRA, the global alternative meat market size is expected to grow from $4.7 billion in 2019 to $6 billion in 2023. By country, the United States forms the largest market at $1 billion (21.0%), followed by the United Kingdom at $610 million (12.9%), China at $280 million (6.0%), Germany at $260 million (5.5%), and Japan at $220 million (4.7%). Although Korea's market size is small at $20 million, it is expected to have high growth potential.

Among these, Shinsegae Food highly regarded the growth potential of chicken alternative meat. As domestic consumers' chicken consumption increases, concerns about avian influenza and animal welfare have also raised interest in alternative meat. According to Statistics Korea, from 1980 to 2018, the annual per capita meat consumption growth rates were 4.8% for chicken, 4.3% for beef, and 3.9% for pork. In particular, chicken showed the highest growth rate, increasing nearly fivefold from 2.6 kg per capita in 1980 to 12.7 kg in 2018.

Accordingly, Shinsegae Food introduced 'No Chicken Nuggets' as a new menu item for No Brand Burger to target the young generation in their 20s and 30s who show a favorable attitude toward alternative meat due to the spread of the meaning out trend (choosing products based on values or beliefs).

'No Chicken Nuggets' are nuggets made using mycoprotein from the UK alternative meat brand QUORN. Mycoprotein, a protein extracted from microorganisms, has a fibrous structure similar to chicken breast and provides a similar texture when chewed, making it a main ingredient in chicken alternative meat in Europe. Shinsegae Food added flavors favored by Koreans to replicate a taste similar to commercially sold chicken nuggets. 'No Chicken Nuggets' will be sold at No Brand Burger stores nationwide starting from the 1st of next month. The price is 2,900 won.

To commemorate the launch of 'No Chicken Nuggets,' from the 2nd to the 16th, customers who order No Chicken Nuggets through delivery apps will receive a thank-you card featuring the 'Baeksudak' character and a goods sticker at each store (excluding some stores) on a first-come, first-served basis for 100 customers. Additionally, among customers who post photos of the thank-you card and goods sticker on Instagram with the event hashtag, 50 will be selected by lottery to receive 10,000 SSG Money.

Meanwhile, No Brand Burger, launched by Shinsegae Food in 2019, has maintained steady new store openings of 5 to 10 locations monthly, gaining popularity as a 'cost-effective burger' even during COVID-19, and is approaching its 100th store opening in May.

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