Lotte Wellfood Launches 'Joy', a 100% Plant-Based Dessert Brand

Strengthening Health & Wellness Sector... Enhancing Flavor and Texture of Ingredients
Paper-Based Packaging, Ink-Saving Flexo Printing

Lotte Wellfood (formerly Lotte Confectionery) is strengthening its health & wellness sector by launching the plant-based dessert brand ‘Joee.’ Using 100% plant-based ingredients, it preserves the natural taste and texture of the materials, offering a delicious and healthy experience that can be enjoyed without burden. The new products introduced at launch include a total of four items: two types of snacks and two types of jelly.

The plant-based food market is gaining global attention as the health & wellness trend spreads and interest in environmentally friendly value consumption rises. Lotte Wellfood planned the plant-based brand Joee to target the demand for plant-based foods. Consumer perception is also positive. In a consumer survey, nearly 80% cited ‘health’ as the main reason for their positive perception of plant-based foods, followed by about 70% who mentioned ‘environmental friendliness.’

Joee stands for ‘Joy of Green Dessert’ and is committed to using 100% plant-based ingredients. It targets not only the health & wellness trend but also the value consumption trend that considers the environment (Eco) and the Earth. To break the prejudice that plant-based foods lack flavor, Lotte Central Research Institute utilized its technology and know-how to maximize taste and texture.

The two snacks introduced are ▲Joee Oat Crispy Chip and ▲Joee Pea Crispy Chip. They are made based on plant-based ingredients such as oats and peas. Using an oven-baking method reduces oil usage, providing a lighter and more savory taste. The Oat Crispy Chip contains 2000mg of dietary fiber per pack, and the Pea Crispy Chip includes 3g of protein per pack. Another advantage is that they do not use flour, making them easy to enjoy without worry.

The two jellies are ▲Joee Soft Chewy Fruity Shine Muscat and ▲Joee Soft Chewy Fruity Mango. With a soft texture and rich natural fruit flavor, they give the sensation of eating well-ripened fruit the moment they enter the mouth. Unlike typical jellies that use gelatin, these use plant-based ingredients such as pectin found abundantly in fruit peels and carrageenan from seaweed. Additionally, a long-aging process of 48 hours is applied to the jelly, maximizing a chewy exterior while keeping the inside soft and moist.

Packaging was also carefully designed to embody eco-friendly values. Collaborating with Lotte Central Research Institute and Lotte Packaging Solutions, paper-based packaging materials were used, and a flexo printing method that consumes less ink was applied to differentiate the packaging from existing products. For the snacks, unnecessary bulk was reduced to minimize packaging material consumption and enhance portability and storage convenience.

Joee products are first available at Lotte Wellfood’s official online mall Sweet Mall and Olive Young’s official online and offline stores. Plans are in place to expand distribution to convenience store channels and other outlets to increase consumer touchpoints.

A Lotte Wellfood representative said, “As the trend of pursuing health & wellness and personalized value consumption is expected to continue, the demand for plant-based foods will steadily grow,” adding, “Through the Joee brand, we plan to introduce various plant-based desserts to broaden consumers’ choices.”

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