"Lotte Confectionery Renews 'Seolreim' for 20th Anniversary with 10x Milk Content"

[Asia Economy Reporter Eunmo Koo] Lotte Confectionery recently celebrated the 20th anniversary of its shake ice cream "Seolleim" by renewing the product. The core of this renewal was to reflect consumers' demands analyzed through a self-brand diagnosis and to improve inconveniences, making it easier to eat.

First, the milk content of Seolleim Milkshake, which accounts for 75% of total Seolleim sales, was increased about tenfold from the previous 1% to 10%. This improvement addressed the difficulty of eating immediately after purchase due to the product being frozen solid. With the increased milk content, the freezing point is relatively lowered, reducing hardness at room temperature, allowing it to be easily consumed right after purchase, and the milk flavor has become richer.

Additionally, to resolve the inconvenience of the product lid being hard to open, the lid size was increased from 16mm to 22mm, and a protruding surface was added to enhance grip. The package design, including the product logo, was also changed to reflect the update.

Furthermore, broadcaster Lee Mijoo was selected as the advertising model to support market penetration. The new advertising concept conveys the message that Seolleim accompanies all moments in daily life, whether indoors or outdoors, when a refreshing treat is needed. Lotte Confectionery plans to actively attract consumer interest by conducting various events on social networking services (SNS) such as Instagram and YouTube.

A Lotte Confectionery official stated, "In consumer surveys, Seolleim was recognized as an outdoor ice cream because it maintains its frozen state for a long time and is convenient to carry and store, leading to concentrated sales in July and August. Through this renewal, we hope Seolleim will be perceived as a product that can be easily enjoyed anytime and anywhere."

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