[NE Coffee Chat] Slunch Factory: "Not Just Alternatives, But Mainstream... Changing the Vegan Food Formula"

Ultimately, the key issue is "taste." This is the answer that Hyun-a Lee, CEO of Slunch Factory, has identified for the vegan food (vegan food·completely plant-based cuisine) market. She pointed out that the reason first-generation vegan brands struggled was their "technological approach to food." By becoming too focused on developing alternative meats or cheeses, they lost sight of what consumers actually wanted-a delicious meal.

Lee defines herself as part of the "second generation of vegans." Her priority is to create food that anyone can enjoy, and the use of vegan ingredients is simply a choice made in that process. Alternative meats and cheeses are just one tool among many. This philosophy was developed through 15 years of hands-on experience running the vegetarian restaurant "Slunch Factory" since 2011. Just as the name "Slunch" (slow lunch·a leisurely lunch) implies, she now dreams of expanding vegan food into the realm of "mainstream cuisine"-something that everyone can enjoy comfortably, healthily, and at their own pace.

Hyun-A Lee, CEO of Slunch Factory. Slunch Factory

원본보기 아이콘

This was also the motivation behind Lee's entry into the meal kit business in 2023. She launched vegan meal kits under the same brand name as her existing restaurant. As a veteran chef, she wanted to introduce the vegan dishes she made most deliciously to consumers around the world. "I want my meal kits to be the first choice for consumers who think of vegan food in supermarkets worldwide," Lee said.

The export-targeted meal kits have been positioned as Korean cuisine-based "K-vegan food," which is different from the diverse menus offered for the domestic market. This decision was based on her first export experience in 2024. Lee explained, "When we exported frozen gnocchi meal kits to France and Spain, local buyers said that there were already many similar products and requested K-food instead." She immediately started research and development (R&D), and within four months released a "vegan kimchi fried rice" meal kit, which led to second and third rounds of orders. Moreover, because vegan meal kits do not contain meat or dairy products, they are advantageous in terms of meeting country-specific food regulations and halal certification, which lowers the barriers to entry into global markets.

Last year, Slun Factory demonstrated the "Vegan Kimchi Paella," jointly developed with the local brand Belbo Collection, at a restaurant in Barcelona, Spain. Slun Factory

원본보기 아이콘

In Korea, Slunch Factory signed a contract in February to enter the Coupang Rocket Fresh Premium Store, with entry scheduled for May. In line with Coupang's proposal, 19 new products were developed. These products make up a premium line characterized by lower sodium, sugar, and calories compared to existing meal kits. All of the new products have also been included in the export lineup. Next month, the company plans to hold its first tasting event for these new products at F&B expos in Brazil and Spain. Lee stated, "Our goal is to achieve 2 to 3 times sales growth every year, and this year we plan to pursue investment through a Pre-A round."

© The Asia Business Daily(www.asiae.co.kr). All rights reserved.