[Today's New Release] Tear Along the Grain... Lotte's "Simgyeol Whole Bread"

Lotte Mart, Lotte Super, and 7-Eleven Launch Simgyeol Whole Bread

Features Patented Lactic Acid Bacteria Fermentation by Lotte Central Research Institute

Lotte Mart, Lotte Super, and 7-Eleven announced on April 16 that they have begun selling “Tear-and-Eat Saengsik Bread.”

The newly launched premium bakery-level “Oneul Joeun Simgyeol Whole Bread (400g/package)” is available at all stores for around 2,000 won. The product name “Simgyeol” means “soft texture that feels like it’s breathing.” The bread is designed to be torn and eaten whole, maximizing both its moistness and soft texture.

Lotte Mart Breath Photo Release. Lotte Mart

The key to its soft texture lies in the patented lactic acid bacteria fermentation technique developed by the Lotte Central Research Institute. “Simgyeol Whole Bread” contains 2.85% lactic acid bacteria starter, which makes the gluten structure—typically a tough protein matrix—more flexible, allowing the bread to be easily torn along its grain for a smooth, soft mouthfeel. The quality of the raw ingredients has also been elevated to match that of specialty bakeries. The use of honey and condensed milk adds a subtle sweetness and richer flavor. The bread is produced by Lotte Wellfood.

To celebrate the launch of Simgyeol Whole Bread, 7-Eleven is offering a 20% discount for payments made with a Lotte Card or BC Card until April 30. Until May 31, the official Instagram and YouTube channels will host the “Tongtteut Chok (Moist Bread Torn and Eaten Whole)” challenge. This event invites participants to share their own “Tongtteut Chok” recipes on their personal social media channels, alongside a music video featuring an addictive soundtrack. Winners will be selected by lottery to receive prizes such as a “Balmuda Toaster” (one winner) and other gifts.

Kim Yerin, Product Planner (MD) of the Food PB Development Team at Lotte Mart and Lotte Super, said, “With the soft texture and reasonable price of Simgyeol Whole Bread, we aim to popularize premium products,” adding, “Even in this era of high inflation, we will continue to strengthen our bakery PB lineup so customers can enjoy premium gourmet experiences without the burden.”

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