CJ CheilJedang rebrands porridge line as Hetbahn Soft Meal

CJ CheilJedang Corp. announced Wednesday it has changed the name of its line of porridge products from Bibigo Jook to Hetbahn Soft Meal. 

CJ Hetbahn is a line of ready-to-eat microwaveable cooked rice. 

The food behemoth aims to strengthen its image as a leading rice-based foodstuff maker by nestling the porridge products under the Hetbahn brand.

“Hetbahn Soft Meal is a line of products that focuses on the inherent value of rice,” a CJ employee explained. “We are the only food company that uses internally developed polishing technology to realize the optimal texture of rice for porridge.”

The company also plans to launch Drinkable Meal, a line of potable meal replacements. The cereal-based products will also fall under the Hetbahn Soft Meal label. 

Write to Kyeong-je Han at hankyung@hankyung.com
Jee Abbey Lee edited this article.