hy, 'Sswim' Surpasses 10 Million Cumulative Sales in 12 Weeks

Functional Material Theanine Contained in Patent Probiotics
Will Increase Publicity Through Cross-Industry Collaborative Marketing

hy announced on the 9th that its product 'Stress Care Shim,' launched in February, surpassed 10 million units in cumulative sales within 12 weeks.

Shim exceeded 5 million units sold within 6 weeks of its launch, and an additional 5 million units were sold in the following 6 weeks. This means it was steadily sold at a rate of 1.3 bottles per second over 12 weeks. Shim is a strategic product developed by hy after more than two years of research, with its main ingredients being hy's patented five probiotics and L-theanine. It helps with gut health and alleviates tension caused by stress, and as a liquid product, it is absorbed quickly.

Shim is a product that expands the functionality of fermented milk focused on gut health into the mental healthcare domain. According to hy's own data analysis, among Shim's subscription customers, the proportion of the main consumers of functional fermented milk in their 30s and 40s is 31%, which is about 10% lower compared to other functional fermented milk products from the company. Instead, the proportions of customers in their teens and 20s and those in their 50s and 60s are higher by 4% and 6%, respectively. A distinct taste that sets it apart from existing products is also a feature. Three types of aroma oils (bergamot, chamomile, lemon) add a fragrant note to the unique flavor of fermented milk. Additionally, various other ingredients are used to enhance the umami taste.

Shin Sang-ik, head of hy's M&S division, said, “Sales usually slow down after a certain period following a new product launch, but 'Stress Care Shim' has maintained steady sales,” adding, “We plan to continue generating buzz by conducting collaborative marketing that aligns with the product concept.”

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