CJ CheilJedang Changes Bibigo Juk Brand Name to 'Hetban Softmeal'

Strengthening the Image of a Rice Processing Specialty Brand Based on Hetbahn Technology
Enhancing Rice Grain Texture with Premium Rice and Processes Optimized for Porridge

[Asia Economy Reporter Eunmo Koo] CJ CheilJedang announced on the 16th that it has changed the brand and packaging of 'Bibigo Juk' to 'Hetbahn Soft Mill.' The plan is to organize it under the 'Hetbahn' lineup to strengthen the image as a rice processing specialist brand and lay the foundation for category expansion.

Hetbahn Soft Mill is a product that focuses on the inherent value of rice, which is the most basic ingredient in juk, as well as the deep flavor and quality based on Bibigo's broth technology. Based on 26 years of accumulated Hetbahn technology and know-how, it realized the optimal rice grain texture suitable for juk through the country's only 'customized self-milling technology.' In particular, to secure the best rice quality, it is the only company in Korea that manages post-harvest processes such as purchasing, drying, storage, and milling.

In the future, in addition to juk, new products that allow soft and light meals using grains such as 'drinkable mill' and oatmeal will be introduced under the 'Hetbahn Soft Mill' brand. The plan is to develop it as a specialized brand of 'Soft Mill Solution' that provides convenient and hearty meals in busy daily life.

With this brand change, CJ CheilJedang Hetbahn now offers a more diverse home meal lineup including white rice, multigrain rice, cup rice, nutritious rice, fried rice, rice balls, and juk. A CJ CheilJedang official said, “Hetbahn Soft Mill combines Bibigo’s sincerity with Hetbahn’s technology to get one step closer to consumers with the best taste and quality,” adding, “We will continue to strive to introduce various menus that fit consumers’ lifestyles.”

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