Holds Fast to the Principle of Producing Health Foods - Canned Tuna, Seasoned Seaweed,
and Instant Multigrain Rice
Dongwon F&B is a renowned producer of healthy foods in Korea. The company’s slogan is “Spreading Healthy Food Culture.” Dongwon F&B is also Korea’s top food export company. It has been actively promoting the excellence of Korean food in overseas markets since it first exported canned tuna in the 1980s. To become a truly global food company, Dongwon F&B plans to increase its annual sales in Japan, China, and the US to USD$100 million by 2015.
Flagship of Dongwon F&B, Dongwon Canned Tuna
Most of the Dongwon F&B products are healthy processed foods low in fat and calories. The main export products include canned tuna, seasoned seaweed, and kimchi. Dongwon canned tuna, in particular, is the bestseller of Dongwon F&B. Over 4.5 billion cans have been sold since the product was released in 1982.
Dongwon canned tuna has evolved in various ways. At first, it was made of only tuna fillet. Then, the company started producing tuna with several seasonings such as hot pepper sauce and vegetables. The third generation of the product came in square-shape cans and received the name “Dell-cube.” In addition, Dongwon launched a high-end canned tuna product line: toro (the fatty meat of tuna), tuna with Bhut Jolokia (the hottest pepper in the world), omega-3 tuna, and DHA tuna.
Captivating the Tastes of the Japanese, Dongwon Yangban Seasoned Seaweed and Dongwon Yangban Kimchi
In 2002, Dongwon Yangban seasoned seaweed was selected the top bestseller among Korean foods sold in Japan. Since then, the product has increased its share of the Japanese seasoned seaweed market to 23 percent. Dongwon Yangban seasoned seaweed was able to captivate the tastes of the Japanese because it is thin and crispy, unlike the thick and tough seaweed produced in Japan. The product is sold by large Japanese distributors - JUSCO, DAIEI, and ITO-YOKADO. What’s more, Dongwon F&B joined hands with Asahi (Japan’s largest beer brand) and developed new products as beer snacks - Kimchi Seasoned Seaweed and Wasabi Seasoned Seaweed. The two products became big hits in the Japanese market, and later entered Russia and Southeast Asia.
The interest of the Japanese in Dongwon Yangban kimchi is also quite high. Yangban kimchi came to the forefront since it came in first in the blind kimchi test for buyers organized by COOP SAPORE (a large Japanese consumer cooperatives) in 2005. The reason Yangban kimchi is so successful in Japan is that it tastes just like the Japanese consumers like: it is less spicy and salty, while being sweeter than regular Korean kimchi. The product is demonstrating its potential by recording high sales in about 2,000 stores in Japan, including ITO-YOKADO and JUSCO.
Nutritious Wellbeing Foods, SsenCook and Yangban Porridge
Instant rice “SsenCook” and healthy convenience food “Yangban porridge” are well received in overseas markets. The two main products of SsenCook line are instant germinated brown rice and instant mixed grain rice. Both are very nutritious and have such a soft taste that they melt in the mouth. The SsenCook line is widely regarded as a new trend in the instant rice market, which until recently had been dominated by the white rice products. The instant multigrain rice produced by Dongwon F&B can be used as a snack as well as a meal substitute.
Yangban porridge is a convenience food based on the traditional Korean dish juk (rice porridge). Over 7 million Yangban porridge products have been sold in Japan and the US since the first export in 2001. There are 18 kinds of Yangban porridge products: tuna, abalone, vegetable, pumpkin, and so on. Yangban porridge is receiving attention as a low-calorie and nutritious diet food from Japanese women interested in fitness and body shape.
Exploring in Earnest the American and Chinese Markets
Using its success in Japan as a springboard, Dongwon F&B is actively trying to cultivate the American and Chinese markets. Since last March, Yangban seasoned seaweed has been sold in 2,000 stores of Kroger (one of the top three distributors in the US). The product is called “Yangban Sea Veggies” in the US. It is establishing a solid foothold as a healthy snack that Americans enjoy eating conveniently at anytime and anywhere.
Dongwon F&B’s organic green tea beverage “T2U” (Tea to You) is being sold in 173 stores of Whole Food Market (American supermarket specializing in organic food). Dongwon canned tuna is all the rage in China where the middle and higher classes are rapidly expanding. All the Dongwon canned tuna gift sets sold out in just 30 minutes when they were introduced as a special feature for the August Moon Festival at DongFang CJ Home Shopping (the largest home-shopping channel in China) last year. Marketing its products with the concept “Health from Sea,” Dongwon F&B plans to carry out promotions for canned tuna and seasoned seaweed in large Chinese supermarkets such as RT mart and Carrefour.
Park Sung Eun firstname.lastname@example.org
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