Shinsegae Food 'Olban Old-Fashioned Whole Chicken'... "The Nostalgic Taste My Father Used to Bring Home" [The World of Convenience Foods]

Shinsegae Food 'Olban Old-fashioned Whole Chicken' 3 Types. Photo by Shinsegae Food

[Asia Economy Reporter Song Seung-yoon] Shinsegae Food's 'Olban Old-Fashioned Whole Chicken' is a home meal replacement (HMR) made by frying carefully selected domestic chicken in clean oil. A whole domestic chilled chicken is fried in clean oil and then baked once more at a high temperature, resulting in a crispy exterior and moist interior.

When cooked in an air fryer, the juice remains intact while the oil is drained, allowing you to enjoy the taste of freshly roasted whole chicken. Unlike typical chicken HMR products, Olban Old-Fashioned Whole Chicken is characterized by the absence of a thick batter. It is popular not only among general consumers but also among dieters, as it combines both taste and nutrition.

Olban Old-Fashioned Whole Chicken comes in three flavors: the original 'Old-Fashioned Whole Chicken,' 'Old-Fashioned Garlic Soy Sauce Chicken,' and 'Old-Fashioned Chili Chicken.' The Old-Fashioned Garlic Soy Sauce Chicken enhances umami with pungent garlic and a rich special soy sauce, while the Old-Fashioned Chili Chicken contains domestic Cheongyang chili peppers, delivering a deliciously spicy flavor. Olban Old-Fashioned Whole Chicken faithfully recreates nostalgic flavors, making it popular not only among middle-aged and older consumers but also among the MZ generation (Millennials + Generation Z) who prefer 'newtro' products. In fact, sales of 'Olban Old-Fashioned Whole Chicken' increased by 29% in the first quarter compared to the previous year. Shinsegae Food analyzes this as a result of the growth in snack-type HMR products due to COVID-19 and the recent health trends spreading mainly among the MZ generation.

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