Ildong Foodis, 'Hi-Mune' Approaches 100 Billion KRW Annual Sales Milestone

[Asia Economy Reporter Seungjin Lee] Ildong Foodis announced on the 24th that its protein supplement ‘Highmun Protein Balance’ (hereinafter Highmun) has surpassed 90 billion KRW in cumulative sales this year, achieving a 300% growth. Highmun is expected to exceed 100 billion KRW in sales this year.

Ildong Foodis attributed Highmun’s growth to its product quality. Highmun is a health functional food containing goat milk protein among protein supplements sold on the market. It is also known for its easy digestion and absorption due to the animal to plant protein ratio of 6:4, and has attracted attention for including eight functional ingredients besides protein.

Highmun has diversified its distribution channels from home shopping launch to online and offline markets to increase consumer touchpoints and enhance brand awareness. Since its launch, Highmun has been broadcast more than 320 times on six domestic TV home shopping channels. As a result, it ranked first in total product sales in the first half of the year on NS Home Shopping, first in health functional food sales on Lotte Home Shopping, and also achieved first place in protein sales on GS Home Shopping, CJ OnStyle, and Hyundai Home Shopping.

Furthermore, the prolonged COVID-19 pandemic has significantly increased social interest in health, and the importance of protein intake appears to be a major factor in the rapid sales growth. Ildong Foodis quickly introduced Highmun products that can be enjoyed not only by the main customer base of the 50s and 60s age group but also by teenagers, women, and the 30s and 40s age groups.

An Ildong Foodis official said, “The remarkable growth of ‘Highmun Protein Balance’ would not have been possible without the steady love of consumers,” adding, “We will continue to repay consumer support by introducing even better and more diverse products based on Highmun’s differentiated product quality and successful know-how.”

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