CJ CheilJedang Launches 'The Deo Geonhan Chicken Breast'... Enters Chicken Breast Market

Appearance of the four types of 'The Deo Geonganghan Chicken Breast' products. (Photo by CJ CheilJedang)

[Asia Economy Reporter Seungjin Lee] CJ CheilJedang is entering the chicken breast market based on over 40 years of accumulated expertise in the meat processing business.

CJ CheilJedang announced on the 17th that it has launched ‘The Deo Geonganghan Chicken Breast,’ emphasizing a soft and moist texture.

The newly introduced products include four types: ‘Direct Flame Whole Meat Grill,’ ‘Direct Flame Steak,’ ‘Sausage,’ and ‘Skewer.’ The domestic chicken is aged at low temperature for 12 hours to eliminate the chicken odor and maximize texture and juiciness. No preservatives, antioxidants, or colorants are added, making it safe to consume. It is a refrigerated product that can be stored for more than 35 days and can be conveniently enjoyed by microwave cooking.

The ‘Direct Flame Whole Meat Grill,’ which contains chicken breast as is, maximizes the soft texture by pounding it more than 100 times and is baked using a differentiated oven method to keep moisture and flavor alive. In particular, CJ CheilJedang added TasteNrich, a plant-derived fermented material developed independently, to enhance umami flavor, and the sodium content per 100g is more than 25% lower than the average of the top 5 refrigerated chicken breast products on the market.

The domestic refrigerated chicken breast market was worth 53 billion KRW last year according to Nielsen Korea, showing rapid growth with an average annual growth rate of about 50% over the past three years. According to Kantar Worldpanel, the penetration rate of the refrigerated chicken breast market (the proportion of households purchasing at least once a year) increased from the 9% range in 2018 to 14% last year. In particular, the penetration rate among households with children increased the most, from 10% in 2018 to about 20% last year.

CJ CheilJedang expects the number of consumers seeking refrigerated chicken breast to increase further and plans to lead market trends with ‘The Deo Geonganghan Chicken Breast,’ which features taste and soft texture as its strengths. To this end, they appointed comedian Park Miseon, who has a familiar image, as an exclusive model and plan to actively communicate with consumers. Various recipes using chicken breast will also be promoted through CJ CheilJedang’s official YouTube and other social media. In July, discount events will be held at food specialty malls such as CJ The Market.

Additionally, CJ CheilJedang plans to release products certified for ‘animal welfare’ and ‘antibiotic-free’ in July to meet the expectations of consumers who value ‘value consumption.’ The ‘animal welfare’ certification is a mark given only when animals are raised in hygienic and comfortable environments minimizing stress and without antibiotics.

A CJ CheilJedang official said, “We focused on realizing delicious quality that anyone can enjoy in line with recent changes in chicken breast consumption behavior,” adding, “We will continue to devote ourselves to research and development so that consumers can be satisfied and enjoy our products.”

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