[Today's New Product] 40-Year-Old 'Cham Cracker'... Crown Confectionery Launches 'Cham Alps' with a New Salty Flavor

A Unique Nutty and Mild Flavor
with Alpine Rock Salt and Rice Flour

On September 29, Crown Confectionery announced the launch of 'Cham Alps,' a new product commemorating the 40th anniversary of the 'Cham Cracker' brand, featuring a new salty flavor made with pure rock salt.

Although Cham Cracker has undergone flavor changes in the past, this is the first time the core ingredient-salt-has been changed. The new product expands from the original's mild saltiness to a richer, more savory salty taste.

'Cham Alps'. Crown Confectionery

The new product is characterized by the addition of Alpine rock salt and rice flour, which enhance its umami and crispiness. The pure rock salt, sourced from the Alps in Austria, boasts a high level of purity, delivering a clean yet deep salty flavor. Salt is sprinkled both in the cracker dough and on its surface, providing a subtle saltiness from the first bite to the last. Its distinctive, rich umami further elevates the nutty and mild flavor profile of Cham Cracker.

Additionally, the inclusion of domestically produced rice flour makes the crackers even crispier. The savory flavor of the rice flour is fully retained, and because it is rice flour, the gluten content is low, allowing consumers to enjoy the product comfortably without concerns about digestive health.

Since its launch in 1986, Cham Cracker surpassed cumulative sales of 300 billion won last year. With more than 250 million units sold, it equates to every citizen in Korea having eaten five crackers. The brand continues to hold an unchallenged number one position, accounting for more than half of the plain cracker market.

A Crown Confectionery representative stated, "To celebrate the 40th anniversary of Cham Cracker, we have retained the original's unique flavor while replacing the core ingredient, salt, with pure rock salt so that consumers can enjoy a new level of savoriness. We plan to continue introducing products that add novelty to familiarity in the future."

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