GS25 Launches 'Eco-Friendly Pouch Drinks' for MZ Generation Embracing 'Meaning Out' Lifestyle

A model at GS25 is introducing the eco-friendly pouch beverages 'Yours Zero Lemonade' and 'Yours Zero Grapefruit Black Tea'.

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[Asia Economy Reporter Yuri Kim] GS Retail's convenience store GS25 announced on the 18th that it will launch two types of eco-friendly pouch beverages, 'Yours Zero Lemonade' and 'Yours Zero Grapefruit Black Tea.'

Meaning-out is a newly coined term that refers to confidently expressing value consumption linked to eco-friendliness, health, and donation connections, mainly among the MZ generation (Millennials + Generation Z). GS25 stated that the expansion of this consumption trend was the background for launching these products.

The two pouch beverages use paper material obtained from logging certified by the Forest Stewardship Council (FSC) instead of the previously used PET material and aluminum coating. GS25 said that although the two pouch beverages are about 40% more expensive than existing pouch beverage packaging, they significantly reduce the use of aluminum and plastic, thereby improving the environment. For this reason, the company decided to introduce these products as part of strengthening ESG (Environmental, Social, and Governance) management.

Starting with these two products this year and gradually expanding the target products, GS25 believes it can greatly reduce the environmental burden caused by pouch beverages, which sell more than one million units annually. The two pouch beverages use sweeteners instead of sugar, making them zero-calorie drinks.

Oh Dong-il, MD of the GS25 Beverage Food Team, said, "We will continue to consider expanding ethical consumption in the era of environmental awareness," adding, "We launched these products to align with the consumption trends of MZ generation consumers who value meaning-out consumption and to strengthen ESG management."

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