[Distribution Hot People] "The Secret Behind the Birth of Godae Bread... CEO Lee Geonjun's Sweat"

Collaboration with Korea University Food Engineering Professor
Surpasses 200,000 Sales... 'Mammoth Bread' Launch on the 11th

Soyeon Kim, Product Planner (MD) of Snack Food Team at BGF Retail.

"Thanks to CEO Lee Geon-jun, a graduate of Korea University’s Department of Economics, who personally put in the effort, Kodae Bread was able to be launched."

On the afternoon of the 4th, Kim So-yeon, a product planner (MD) of the snack food team, whom we met at the BGF Retail headquarters in Gangnam-gu, Seoul, said, "At first, Korea University was hesitant about launching a product because collaboration with convenience stores was unfamiliar to them," adding, "When negotiations at the working level were not going well, the CEO stepped in to support the process."

The secret to the popularity of the ‘Kodae1905 Apple Jam Pastry’ lies in the fun element called the ‘Yonkojeon’ or ‘Koyeonjeon’ rivalry. Kim MD explained, "Although we did not intend it, people seem to associate Kodae Bread a lot with Yonsei Cream Bread," and added, "Since Yonsei Cream Bread is doing well, Kodae Bread is also gaining popularity through word of mouth."

The bakery-level taste and quality also drive repeat purchases. Kim MD stated, "Kodae Bread has the concept of bread filled with real ingredients," and explained, "We developed the apple jam ourselves through testing to find the right amount of apple pieces that are pleasantly chewy without being off-putting." She added, "These days, a pastry style called ‘Queen Amang’ is popular among the MZ generation (Millennials + Generation Z), and we also reflected the trend of many people seeking apple cinnamon flavors in cold weather."

Kodae Bread was developed through close collaboration with Korea University until just before the product launch. Kim MD said, "We held a tasting session involving professors from Korea University’s Department of Food Engineering and toured the factory," adding, "We also conducted tests to determine the optimal amount of cinnamon scent by increasing it by a few grams." The second version of Kodae Bread, Mammoth Bread, is scheduled to be released on the 11th.

Currently, Kodae Bread has surpassed cumulative sales of 200,000 units. It is especially selling like hotcakes near Korea University. Kim MD introduced, "During the first week after the launch, one-sixth of the sales volume was sold in Anam-dong, and at one store, more than 1,000 units were sold in a single day," adding, "By age group, the highest purchases are made by people in their 20s."

Kim MD’s goal is to firmly establish herself as a ‘trendsetter.’ She said, "When I first took charge as a dessert MD, I thought I just didn’t want to be worse than others. But after Yonsei Cream Bread and now Kodae Bread became hit products, I want to become someone who leads trends," adding, "I get a lot of ideas from social networking services (SNS) like Instagram and YouTube, and I always keep an eye on the trends of famous dessert specialty stores."

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