CJ CheilJedang Improves Over 270 Products This Year Based on Customer Feedback... Strengthening 'Consumer Management'

CJ CheilJedang Gourmet Bakery Renewed 4 Products and 2 New Products

[Asia Economy Reporter Seungjin Lee] CJ CheilJedang is strengthening consumer management by reflecting customer feedback to improve products.

According to CJ CheilJedang on the 14th, the number of cases where products were improved based on Voice of Customer (VOC) reached about 270 cumulatively as of November. The company has expanded its "consumer-centered management" by increasing improvement cases by 10% annually.

A representative improvement case is the enhancement of the ‘Gourmet Bakery Croissant’ product. Recently, the CJ CheilJedang Customer Happiness Center received customer feedback regarding the ‘Gourmet Bakery Croissant’. The customer said, “I prepared the croissant according to the recipe, but it did not rise as much as bakery products, which was disappointing,” and requested, “I hope it does not have a flour smell.”

In response, CJ CheilJedang immediately conveyed the related information to the relevant departments to identify the cause and began improvement work. The dough formulation was adjusted to allow the croissant to rise more, improving its appearance to the level of specialty bakery bread. Additionally, natural fermented butter was used to eliminate the subtle flour smell and enhance taste and flavor. The packaging was also changed to give a professional bakery feel. This month, four products including Gourmet Croissant and Scone were improved, and two new products, Tomato Ham Cheese Pastry and Sweet Corn Cheese Pastry, were launched.

CJ CheilJedang checks opinions received through the Customer Happiness Center and consumer demands collected through internal monitoring daily, and communicates them to the entire value chain including marketing, production, sales, and research institutes. The departments that gather these opinions quickly reflect consumer demands in products, and the improved products are verified from the customer’s perspective and undergo separate consumer evaluations.

Many products were reborn this year through customer voices. Gourmet Pizza underwent product changes reflecting consumer demands such as soft dough and sauce and cheese toppings that preserve fresh flavor. Bibigo pouch porridge lowered the pouch opening line to prevent the package from tipping over when microwaved upright, based on customer feedback. Hetbahn Cupban moved the expiration date marking from the bottom of the container to the side for easier consumer visibility. Bibigo grilled fish adjusted nitrogen filling volume following consumer inquiries about slight swelling of the packaging, which raised concerns about spoilage.

Additionally, the yellow plastic lid on Spam gift sets was removed, and Baeksul premium oil’s colored PET bottles were changed to transparent for easier recycling. This is an example of actively reflecting consumer voices emphasizing eco-friendliness from an ESG (Environmental, Social, and Governance) management perspective, in line with the expanding ‘value consumption’ trend.

A CJ CheilJedang official said, “We have been continuously developing and upgrading new products based on the latest trend analysis as well as consumer voices and needs,” adding, “We will continue to listen more closely to customer voices and do our best to satisfy consumers.”

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