CJ CheilJedang Accelerates Overseas Expansion of In-House Venture Snack 'Excicle Basak Chip'

Targeting the Overseas BFY Snack Market Aligned with Trends Like Gluten-Free

CJ CheilJedang announced on the 21st that it has launched three types of 'Excycle Crispy Chips' (Original, Hot Spicy, Truffle) in local distribution channels in the United States, Malaysia, and Hong Kong. The company plans to accelerate its expansion into overseas markets by continuously releasing new products that feature the advantages of being eco-friendly, high-protein, and high in dietary fiber.

In the United States, the crispy chips are sold mainly through local ethnic markets. The U.S. snack market is seeing a growing trend toward value consumption and health consciousness. The products have also been introduced in AEON malls, the mainstream channels in Malaysia and Hong Kong. There is a widely positive image of Korean products, including K-Food, which is analyzed to have high growth potential.

Globally, as sustainability is emphasized and interest in health increases, products related to the BFY (Better For You) category are steadily growing. This trend includes products that replace animal-based ingredients with plant-based ones, minimize the use of additives, and enhance functionality with protein or dietary fiber. According to industry reports, the U.S. health and wellness food market size in 2021 is expected to grow at a high annual rate of 11.9% until 2026, reaching $36.37 billion.

Joohee Jung, an in-house venture marketer at CJ CheilJedang, said, "The concept of food upcycling and using rice as the main ingredient to create a health-conscious snack aligns with the global BFY snack trend and consumer needs," adding, "We plan to continue introducing various products tailored to global consumer tastes."

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