Loro F&B Launches 'Momoz Lab'... 'Dubai Chewy Cookie' Debuts at GS25

Chef Momo's Happy Kitchen Laboratory,
Storytelling of Dessert Friends...
"Dubai Chewy Cookie" Launches at GS25 on January 30

Loro FNB, the company that sparked a craze for ice brulee and ice raw chocolate with its premium dessert brand "Loromelo," is launching a new brand called "MOMO's LAB," which is based on character storytelling. The first product, "Dubai Chewy Cookie," will be exclusively available at GS25 starting January 30.

MOMO's LAB: The Delicious Laboratory of Chef Momo and Friends

"MOMO's LAB" is a brand with a unique universe where the chef character "Momo" creates a variety of dessert friends in a happy kitchen. Going beyond just taste, each product is given its own character and story, targeting the sensibilities of Millennials & Gen Z.

The brand's first star is "Dudu," a character inspired by the Dubai Chewy Cookie, which has recently become one of the hottest keywords in the dessert industry. Dudu is characterized by a cute backstory of being confused about whether it is a cookie or a marshmallow, and always carrying a pistachio on its head. The package also features both the chef and Dudu for added visual appeal.

MOMO's LAB's "Dubai Chewy Cookie" features a savory pistachio paste and crispy kadaif filling, all wrapped in chewy marshmallow. This recreates the Dubai Chewy Cookie, which has recently caused a sell-out frenzy, in a way that can be easily enjoyed at convenience stores. It will be sold exclusively at GS25 from January 30.

The Second Challenge Following the Success of "Loromelo"... Capturing Both Value and Trends

Loro FNB has established its position in the dessert market by consecutively hitting the mark with ice brulee and ice raw chocolate through its premium dessert brand "Loromelo." In particular, "Ice Brulee," launched in June last year, set a record for the highest-ever single-day sales for GS25 ice cream, reaching 150 million won. On January 21, the company launched "Ice Raw Chocolate Dubai Style," which combines the hit product "Ice Raw Chocolate" with key elements of Dubai desserts, continuing to lead the trend.

Unlike the premium strategy of "Loromelo," "MOMO's LAB" focuses on providing trendy experiences at reasonable prices, targeting the 10s and 20s who enjoy convenience store dessert culture.

A representative from Loro FNB stated, "MOMO's LAB is a brand that offers consumers a delightful experience not only through delicious desserts but also with cute characters and strong storytelling. Starting with the Dubai Chewy Cookie, we will continue to introduce a variety of dessert friends created by Chef Momo and engage with our customers." MOMO's LAB plans to continue launching trendy and differentiated desserts even after the release of the Dubai Chewy Cookie.