Meoktaekkang 'Adult Snack' Leads the Craze... 10 Million Packs Sold in 5 Months

Nongshim 'Meoktaekkang'
2024 Asia Consumer Awards
Grand Prize and Food and Drug Safety Minister's Award

Nongshim's 'Meoktaekkang' is a product that caused a sensation in the domestic snack market last year. It gained great popularity with evaluations such as "a snack that goes well with beer" and "a true adult snack." Since its launch at the end of June last year, it became so scarce in the market that it was difficult to find, and it surpassed 10 million cumulative sales within five months.

Nongshim Meoktaekkang
Photo by Nongshim

This is the third fastest-selling Nongshim snack after Shrimp Cracker and Potato Chips. Meoktaekkang is a product that combines the taste of Meoktae, which is popular as a beer snack, into a snack. It features the rich umami flavor unique to Meoktae. It also adds a Cheongyang mayo flavor, which is served as a sauce with Meoktae, enhancing a salty and slightly spicy taste. The shape is made in a flat stick form, making it easy to enjoy in one bite.

This product was actually launched based on an idea that won the grand prize in 2021 at Nongshim's annual 'Challenge Fair,' where new product ideas are solicited from researchers and marketers. The researcher who proposed Meoktaekkang got the hint from seeing the MZ generation (Millennials + Generation Z) enjoying Meoktae, which was thought to be an adult snack, at 'nopo' beer pubs. As Meoktaekkang gained popularity, competitors in the same industry also competitively introduced products using similar tastes and ingredients.

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